Fashion branding and communication : core strategies of European luxury brands
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 w...
Saved in:
Other Authors: | , |
---|---|
Format: | eBook |
Language: | English |
Published: |
New York, NY, U.S.A. :
Palgrave Macmillan,
[2017]
|
Series: | Palgrave pivot.
Palgrave studies in practice. Global fashion brand management. |
Subjects: | |
ISBN: | 9781137523433 9781137523426 |
Physical Description: | 1 online resource : illustrations |
Summary: | 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.- Resumé vydavatel |
---|---|
Bibliography: | Includes bibliographical references and index. |
ISBN: | 9781137523433 9781137523426 |
Access: | Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty |