Fashion Branding and Communication

1. Front Matter

   Pages i-xviii

   PDF

2. Brands as Core Assets: Trends and Challenges of Branding in Fashion Business

   • Byoungho Jin, Elena Cedrola

   Pages 1-39

3. Harmont & Blaine: A Successful Dachshund to Build the Values and Brand Identity

   • Maria Colurcio, Monia Melia

   Pages 41-72

4. Salvatore Ferragamo: Brand Heritage as Main Vector of Brand Extension and Internationalization

   • Maria Carmela Ostillio, Sarah Ghaddar

   Pages 73-99

5. Tod’s: A Global Multi-Brand Company with a Taste of Tradition

   • Maria Carmela Ostillio, Sarah Ghaddar

   Pages 101-123

6. The Prada Trend: Brand Building at the Intersection of Design, Art, Technology, and Retail Experience

   • Stefania Masè, Ksenia Silchenko

   Pages 125-153

7. Louis Vuitton’s Art-Based Strategy to Communicate Exclusivity and Prestige

   • Stefania Masè, Elena Cedrola

   Pages 155-184

8. Back Matter

   Pages 185-188

   PDF

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.  

• Art Strategy
• Luxury Brands
• Fashion
• Brand Equity
• Brand Communication

• Dept Consumer, App & Retail Studies, Univ of North Carolina Greensboro , Greensboro, USA

  Byoungho Jin

• Department of Economics and Law, University of Macerata, Macerata, Italy

  Elena Cedrola

Byoungho Jin is Putnam and Hayes Distinguished Professor in the Department of Consumer, Apparel, and Retail Studies at the University of North Carolina, Greensboro, USA. Her research area focuses on international apparel retailing and branding.

Elena Cedrola is Professor at the University of Macerata, Italy, where she teaches Management and International Marketing. She is also Professor at the Catholic University of Milan, Italy. Dr Cedrola’s research area focuses on SMEs’ internationalization and Country of Origin Effect. 

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