Fashion Branding and Communication

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

Chapter 1. Brands as Core Assets: Trends and Challenges of Branding in Fashion Business

Byoungho Jin & Elena Cedrola

Chapter 2. Harmont & Blaine: A Successful Dachshund to Build the Values and Brand Identity

Maria Colurcio & Monia Melia

Chapter 3. Salvatore Ferragamo: Brand Heritage as Main Vector of Brand Extension and Internationalization

Maria Carmela Ostillio & Sarah Ghaddar

Chapter 4. Tod's: A Global Multi-Brand Company with a Taste of Tradition

Maria Carmela Ostillio & Sarah Ghaddar

Chapter 5. The Prada Trend: Brand Building at the Intersection of Design, Art, Technology and Retail Experience