Fashion branding and communication : core strategies of European luxury brands.
Contributor(s): Cedrola, Elena | Jin, Byoungho.Material type: BookSeries: 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||AUB Library Library||Book||646.06 JIN (Browse shelf)||Available||F18326|
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.