| Type de document : | Ouvrage |
| Titre : | Fashion Branding and Communication (Livre électronique) |
| Auteurs : | Byoungho JIN, Auteur ; Elena CEDROLA, Auteur |
| Editeur : | [S.l.] : PALGRAVE MACMILLAN, 2016 |
| Langues | Anglais |
| Format : | 199 p. |
| ISBN/ISSN/EAN : | 978-1-137-52343-3 |
| Mots-clés : |
Nom Commun FILIERE HABILLEMENT ; HAUT DE GAMME ; IMAGE DE MARQUE ; INNOVATION ; LUXE ; MARQUE ; MODE ; STRATEGIE MARKETINGNom Propre FERRAGAMO SALVATORE ; PRADA ; TOD'S ; VUITTON LOUIS |
| Résumé : | 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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