Fashion Branding and Communication : Core Strategies of European Luxury Brands Hardback
Edited by Byoungho Jin, Elena Cedrola
Part of the Palgrave Studies in Practice: Global Fashion Brand Management series
Hardback
Description
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.
Information
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Out of stock
- Format:Hardback
- Pages:188 pages, 45 Illustrations, black and white; XVIII, 188 p. 45 illus.
- Publisher:Palgrave Macmillan
- Publication Date:27/04/2017
- Category:
- ISBN:9781137523426
Information
-
Out of stock
- Format:Hardback
- Pages:188 pages, 45 Illustrations, black and white; XVIII, 188 p. 45 illus.
- Publisher:Palgrave Macmillan
- Publication Date:27/04/2017
- Category:
- ISBN:9781137523426
