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Fashion Branding and Communication

Core Strategies of European Luxury Brands

  • Book
  • © 2017

Overview

Editors:
  1. Byoungho Jin

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

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    You can also search for this editor in PubMed   Google Scholar

  2. Elena Cedrola

    1. Department of Economics and Law, University of Macerata, Macerata, Italy

    View editor publications

    You can also search for this editor in PubMed   Google Scholar

  • 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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Table of contents (6 chapters)

  1. Front Matter

    Pages i-xviii
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  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
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Keywords

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.  

Editors and Affiliations

  • 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

About the editors

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. 

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

  • DOI: https://doi.org/10.1057/978-1-137-52343-3

  • Publisher: Palgrave Pivot New York

  • eBook Packages: Business and Management, Business and Management (R0)

  • Copyright Information: The Editor(s) (if applicable) and The Author(s) 2017

  • Hardcover ISBN: 978-1-137-52342-6Published: 27 April 2017

  • eBook ISBN: 978-1-137-52343-3Published: 26 April 2017

  • Series ISSN: 2523-3505

  • Series E-ISSN: 2523-3513

  • Edition Number: 1

  • Number of Pages: XVIII, 188

  • Number of Illustrations: 45 b/w illustrations

  • Topics: Marketing

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