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Fashion Branding and Communication

Core Strategies of European Luxury Brands

Elena Cedrola, Byoungho Jin

Palgrave Pivot
Collection: Palgrave Studies in Practice: Global Fashion Brand Management
Publication date : 2017-04-26

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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. 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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About the book

Author

Elena Cedrola , Byoungho Jin

Imprint

Palgrave Pivot

Collection

Palgrave Studies in Practice: Global Fashion Brand Management

Publication date

2017-04-26

Pages

188 pages

Print ISBN

9781137523426

Language

English

Ebook informations

EAN PDF

9781137523433

Price

£54.99

Copy count 1

Print count 18

File size 10906 Ko

Informations accessibility

EAN EPUB

9781137523433

Price

£54.99

Copy count 1

Print count 18

File size 3103 Ko

Informations accessibility

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About author(s)

Elena Cedrola

Byoungho Jin

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