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.

Autorentext

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.

Inhalt

1. Brands as Core Assets: Trends and Challenges of Branding in Fashion Business.- 2) Harmont and Blaine: A Successful Dachshund to Build the Values and Brand Identity.- 3) Salvatore Ferragamo: Brand Heritage as Main Vector of Brand Extension and Internationalization.- 4) Tod's: A Global Multi-Brand Company with a Taste of Tradition.- 5) The Prada Trend: Brand Building at the Intersection of Design, Art, Technology and Retail Experience.- 6) Louis Vuitton: Art-based Strategy to Communicate Exclusivity and Prestige.