Fashion Branding and Communication
Core Strategies of European Luxury Brands
Elena Cedrola editor Byoungho Jin editor
Format:Hardback
Publisher:Palgrave Macmillan
Published:27th Apr '17
Currently unavailable, and unfortunately no date known when it will be back
This second volume in the Palgrave Studies in Practice: Global Fashion Management series focuses on core strategies of branding and communication of European luxury and premium brands. Brand is a critical asset many firms strive to establish, maintain, and grow. It is more so for fashion companies when consumers purchase styles, dreams and symbolic images through a brand. The volume starts with an introductory chapter that epitomizes the essence of fashion brand management with a particular emphasis on emerging branding practices, challenges and trends in the fashion industry. The subsequent five cases demonstrate how a family workshop from a small town can grow into a global luxury or premium brand within a relatively short amount of time. Scholars and practitioners in fashion, retail, branding, and international business will learn how companies can establish a strong brand identity through innovative strategies and management.
ISBN: 9781137523426
Dimensions: unknown
Weight: 3745g
188 pages
1st ed. 2017