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|a Fashion Branding and Communication
|h [electronic resource] :
|b Core Strategies of European Luxury Brands /
|c edited by Byoungho Jin, Elena Cedrola.
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|a 1st ed. 2017.
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|a New York :
|b Palgrave Macmillan US :
|b Imprint: Palgrave Pivot,
|c 2017.
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|a Palgrave Studies in Practice: Global Fashion Brand Management ,
|x 2523-3505
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|a 1) Brands as Core Assets: Trends and Challenges of Branding in Fashion Business -- 2) Harmont and Blaine: A Successful Dachshund to Build the Values and Brand Identity -- 3) Salvatore Ferragamo: Brand Heritage as Main Vector of Brand Extension and Internationalization -- 4) Tod's: A Global Multi-Brand Company with a Taste of Tradition -- 5) The Prada Trend: Brand Building at the Intersection of Design, Art, Technology and Retail Experience -- 6) Louis Vuitton: Art-based Strategy to Communicate Exclusivity and Prestige. .
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|a 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. .
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