Palgrave Advances in Luxury

Rethinking Luxury Fashion

The Role of Cultural Intelligence in Creative Strategy

Authors: Serdari, Thomaï

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  • Discusses business strategy in the context of material culture
  • Offers unique and novel insights on how luxury fashion brands can understand culture, turn it into creative strategy, and win in business and brand equity
  • Argues that the marketing strategy must be informed by creative strategy and cultural intelligence
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eBook $44.99
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  • ISBN 978-3-030-45301-5
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Hardcover $59.99
price for USA
  • ISBN 978-3-030-45300-8
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  • Usually ready to be dispatched within 3 to 5 business days, if in stock
About this book

Using the field of material culture as its methodological departure point, this Palgrave Pivot explains the strategic advantages that brands can set in place when their executives are fully in command of how to move from strategy to tactics. Specifically, it studies the brands, their products and signature experiences as well as their relationship with the consumer in an attempt to define the greater powers that have pushed fashion labels in and out of fashion. It focuses on case analysis of specific luxury fashion brands and attempts to link those to the greater context of material culture while also elaborating on theoretical discussions. Bridging theory and practice, this book explores the relationship between creative strategy and cultural intelligence.

About the authors

Thomaï Serdari is ​Adjunct Professor of Marketing and Director of the Fashion & Luxury MBA at the Leonard N. Stern School of Business at New York University, USA. Serving as the Business Editor of Luxury: History, Culture, Consumption, she is an expert on luxury and actively studies, values, and reports on companies or funds that operate and invest within the luxury goods market. 

Table of contents (11 chapters)

Table of contents (11 chapters)

Buy this book

eBook $44.99
price for USA
  • ISBN 978-3-030-45301-5
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $59.99
price for USA
  • ISBN 978-3-030-45300-8
  • Free shipping for individuals worldwide
  • Institutional customers should get in touch with their account manager
  • Covid-19 shipping restrictions
  • Usually ready to be dispatched within 3 to 5 business days, if in stock

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Bibliographic Information

Bibliographic Information
Book Title
Rethinking Luxury Fashion
Book Subtitle
The Role of Cultural Intelligence in Creative Strategy
Authors
Series Title
Palgrave Advances in Luxury
Copyright
2020
Publisher
Palgrave Macmillan
Copyright Holder
The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG
eBook ISBN
978-3-030-45301-5
DOI
10.1007/978-3-030-45301-5
Hardcover ISBN
978-3-030-45300-8
Series ISSN
2662-1061
Edition Number
1
Number of Pages
XXII, 191
Number of Illustrations
1 b/w illustrations, 17 illustrations in colour
Topics