Fashion Branding and Communication : Core Strategies of European Luxury Brands
2017 ed.
Book Details
Format
Hardback or Cased Book
ISBN-10
1137523425
ISBN-13
9781137523426
Edition
2017 ed.
Publisher
Palgrave Macmillan
Imprint
Palgrave Pivot
Country of Manufacture
US
Country of Publication
GB
Publication Date
Apr 27th, 2017
Print length
188 Pages
Weight
452 grams
Dimensions
15.50 x 21.80 x 1.90 cms
Product Classification:
Sales & marketingSales and marketingFashion & beauty industriesFashion and beauty industries
Ksh 10,800.00
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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.
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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