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Palgrave Studies in Practice: Global Fashion Brand Management

Fashion Branding and Communication

Core Strategies of European Luxury Brands

Editors: Jin, Byoungho, Cedrola, Elena (Eds.)

  • This volume examines the brand and communication strategies of European luxury brands. 
  • The authors present expert analysis of brand management while discussing the trends and challenges in the fashion industry. 
  • Identifies and compares brand strategies in the fashion and art industries. 
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Buy this book

eBook $39.99
price for USA (gross)
  • ISBN 978-1-137-52343-3
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $54.99
price for USA
  • ISBN 978-1-137-52342-6
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this book

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.  

About the authors

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 Associate 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. 

Table of contents (6 chapters)

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

    Jin, Byoungho (et al.)

    Pages 1-39

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

    Colurcio, Maria (et al.)

    Pages 41-72

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

    Ostillio, Maria Carmela (et al.)

    Pages 73-99

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

    Ostillio, Maria Carmela (et al.)

    Pages 101-123

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

    Masè, Stefania (et al.)

    Pages 125-153

Buy this book

eBook $39.99
price for USA (gross)
  • ISBN 978-1-137-52343-3
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $54.99
price for USA
  • ISBN 978-1-137-52342-6
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Fashion Branding and Communication
Book Subtitle
Core Strategies of European Luxury Brands
Editors
  • Byoungho Jin
  • Elena Cedrola
Series Title
Palgrave Studies in Practice: Global Fashion Brand Management
Copyright
2017
Publisher
Palgrave Macmillan US
Copyright Holder
The Editor(s) (if applicable) and The Author(s)
eBook ISBN
978-1-137-52343-3
DOI
10.1057/978-1-137-52343-3
Hardcover ISBN
978-1-137-52342-6
Edition Number
1
Number of Pages
XVIII, 188
Number of Illustrations and Tables
45 b/w illustrations
Topics