Fashion Branding and Communication

Core Strategies of European Luxury Brands

Business & Finance, Marketing & Sales, Sales & Selling
Cover of the book Fashion Branding and Communication by , Palgrave Macmillan US
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Author: ISBN: 9781137523433
Publisher: Palgrave Macmillan US Publication: April 26, 2017
Imprint: Palgrave Pivot Language: English
Author:
ISBN: 9781137523433
Publisher: Palgrave Macmillan US
Publication: April 26, 2017
Imprint: Palgrave Pivot
Language: English

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.  

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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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