Overview

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.

Full Product Details

Author:   Byoungho Jin ,  Elena Cedrola
Publisher:   Palgrave Macmillan
Imprint:   Palgrave Pivot
Edition:   1st ed. 2017
ISBN:  

9781349706396

ISBN 10:   1349706396
Pages:   188
Publication Date:   11 May 2018
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.

Table of Contents

Chapter 1. Brands as Core Assets: Trends and Challenges of Branding in Fashion Business Byoungho Jin & Elena Cedrola Chapter 2. Harmont & Blaine: A Successful Dachshund to Build the Values and Brand Identity Maria Colurcio & Monia Melia Chapter 3. Salvatore Ferragamo: Brand Heritage as Main Vector of Brand Extension and Internationalization Maria Carmela Ostillio & Sarah Ghaddar Chapter 4. Tod's: A Global Multi-Brand Company with a Taste of Tradition Maria Carmela Ostillio & Sarah Ghaddar Chapter 5. The Prada Trend: Brand Building at the Intersection of Design, Art, Technology and Retail Experience < Stefania Mase & Ksenia Silchenko Chapter 6. Louis Vuitton's Art-based Strategy to Communicate Exclusivity and Prestige Stefania Mase & Elena Cedrola

Reviews

Author Information

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.

Tab Content 6

Author Website:  

Customer Reviews

Recent Reviews

No review item found!

Add your own review!

Countries Available

All regions