Fashion branding and communication : core strategies of European luxury brands.

Contributor(s): Cedrola, Elena, 1965- | Jin, Byoungho.
Material type: materialTypeLabelBookSeries: Palgrave studies in practice.Publisher: [Basingstoke] : Palgrave Macmillan, Description: 227 pages : illustrations (black and white) ; 21 cm.ISBN: 9781137523426.Subject(s): Costume and Fashion | Case studies | Fashion marketing | Luxuries-Marketing | Brand management-Fashion | BrandingDDC classification: 646.06JIN
Item type Current location Collection Call number Status Date due Barcode Item holds
Standard Loan Book Standard Loan Book AUB Library
Book 646.06 JIN (Browse shelf) Available F18326
Total holds: 0

Enhanced descriptions from Syndetics:

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.