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Book of the week

15th April 2020

FASHION BRANDING AND COMMUNICATION: CORE STRATEGIES OF EUROPEAN LUXURY BRANDS

FASHION BRANDING AND COMMUNICATION: CORE STRATEGIES OF EUROPEAN LUXURY BRANDS

Byoungho Jin, Elena Cedrola

Palgrave

2017

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FASHION BRANDING AND COMMUNICATION: CORE STRATEGIES OF EUROPEAN LUXURY BRANDS
Giulia Boccassini
Archives and Libraries System - 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