Fashion Branding and Communication

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Beschreibung

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.

Über den Autor

Byoungho Jin is Putnam and Hayes Distinguished Professor in the Department of Consumer, Apparel, and Retail Studies at the University of North Carolina, Greensboro, USA. Her research area focuses on international apparel retailing and branding.

Elena Cedrola is Professor at the University of Macerata, Italy, where she teaches Management and International Marketing. She is also Professor at the Catholic University of Milan, Italy. Dr Cedrola's research area focuses on SMEs' internationalization and Country of Origin Effect.

Zusammenfassung

This volume examines the brand and communication strategies of European luxury brands.

The authors present expert analysis of brand management while discussing the trends and challenges in the fashion industry.

Identifies and compares brand strategies in the fashion and art industries.

Inhaltsverzeichnis

1) Brands as Core Assets: Trends and Challenges of Branding in Fashion Business.- 2) Harmont and Blaine: A Successful Dachshund to Build the Values and Brand Identity.- 3) Salvatore Ferragamo: Brand Heritage as Main Vector of Brand Extension and Internationalization.- 4) Tod's: A Global Multi-Brand Company with a Taste of Tradition.- 5) The Prada Trend: Brand Building at the Intersection of Design, Art, Technology and Retail Experience.- 6) Louis Vuitton: Art-based Strategy to Communicate Exclusivity and Prestige.

Details

Erscheinungsjahr:	2017
Fachbereich:	Werbung & Marketing
Genre:	Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Buch
Reihe:	Palgrave Studies in Practice: Global Fashion Brand Management
Inhalt:	xviii 188 S. 45 s/w Illustr. 188 p. 45 illus.
ISBN-13:	9781137523426
ISBN-10:	1137523425
Sprache:	Englisch
Herstellernummer:	978-1-137-52342-6
Ausstattung / Beilage:	HC runder Rücken kaschiert
Einband:	Gebunden
Redaktion:	Cedrola, Elena Jin, Byoungho
Herausgeber:	Byoungho Jin/Elena Cedrola
Auflage:	1st ed. 2017
Hersteller:	Palgrave Macmillan Palgrave Macmillan US Palgrave Studies in Practice: Global Fashion Brand Management
Maße:	216 x 153 x 16 mm
Von/Mit:	Elena Cedrola (u. a.)
Erscheinungsdatum:	27.04.2017
Gewicht:	0,388 kg

Artikel-ID: 109045759