| Titre : |
Fashion branding and communication : core strategies of European luxury brands |
| Type de document : |
e-book |
| Auteurs : |
Byoungho, JIN ; Elena, CEDROLA (1965-) |
| Editeur : |
PALGRAVE |
| Année de publication : |
2017 |
| Importance : |
185 p. |
| Présentation : |
illustrations. |
| ISBN/ISSN/EAN : |
978-1-137-52343-3 |
| Note générale : |
Series not currenly listed in LC authorities. |
| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
COMMUNICATION ; MARQUE ; MODE ; PRODUIT DE LUXE
|
| Mots-clés candidats : |
Fashion merchandising Europe. Europe Brand name products Branding (Marketing) Luxuries |
| Résumé : |
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. |
| Nombre d'accès : |
2 |
| En ligne : |
http://www.vlebooks.com/vleweb/product/openreader?id=Neoma&accId=9169105&isbn=97 [...] |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=207884 |
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