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EB

EB

ONLINE

New York : Palgrave Macmillan US : Palgrave Pivot, 2017

1 online zdroj

ISBN 978-1-137-52343-3 (e-kniha)

ISBN 978-1-137-52342-6 (print)

Palgrave Studies in Practice: Global Fashion Brand Management

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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1 Brands as Core Assets: Trends and Challenges of Branding in Fashion Business 1 - Byoungho Jin and Elena Cedrala // 2 Harmont & Blaine: A Successful Dachshund to Build the Values and Brand Identity 41 - Maria Colurcio and Monia Melia // 3 Salvatore Ferragamo: Brand Heritage as Main Vector of Brand Extension and Internationalization 73 - Maria Carmela Ostillio and Sarah Ghaddar // 4 Tod’s: A Global Multi-Brand Company with a Taste of Tradition 101 - Maria Carmela Ostillio and Sarah Ghaddar // 5 The Prada Trend: Brand Building at the Intersection of Design, Art, Technology, andRetail Experience 125 - Stefania Masè and Ksenia Silchenko // 6 Louis Vuitton’s Art-Based Strategy to Communicate Exclusivity and Prestige 155 - Stefania Masè and Elena Cedrala // 185 Index