Fashion Branding and Communication - Core Strategies of European Luxury Brands (Paperback, 1st ed. 2017)

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.

General

Imprint:	Palgrave Pivot
Country of origin:	United Kingdom
Series:	Palgrave Studies in Practice: Global Fashion Brand Management
Release date:	1900
First published:	2017
Editors:	Byoungho Jin • Elena Cedrola
Dimensions:	235 x 155mm (L x W)
Format:	Paperback
Pages:	188
Edition:	1st ed. 2017
ISBN-13:	978-1-349-70639-6
Categories:	Books > Business & Economics > Business & management > Sales & marketing > General Books > Business & Economics > Industry & industrial studies > Service industries > Fashion & beauty industries > General
LSN:	1-349-70639-6
Barcode:	9781349706396

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