Fashion branding and communication: core strategies of European luxury brands
In: Palgrave pivot
Abstract
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.
Verfügbarkeit
Themen
Sprachen
Englisch
Verlag
Palgrave Macmillan
ISBN
9781137523433, 1137523433, 9781137523426, 1137523425
DOI
Problem melden