Fashion branding and communication : core strategies of european luxury brands

Author

Additional Author(s)

• Jin, Byoungho
• Cedrola, Elena

Publisher

New York: Palgrave Macmillan, 2017

Language

English

ISBN

9781137523426

Series

Subject(s)

• BRANDING (MARKETING)-EUROPE
• FASHION MERCHANDISING-EUROPE
• LUXURY GOODS INDUSTRY-EUROPE
• FASHION MERCHANDISING

Notes

. Bibliography: p.180-184. Index: p.1985-187

Abstract

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.

Physical Dimension

Number of Page(s)

xviii, 188 p.

Dimension

22 cm.

Other Desc.

ill.

Summary / Review / Table of Content

Fashion Branding and Communication;
Preface;
Contents;
List of Figures;
List of Tables;
1 Brands as Core Assets: Trends and Challenges of Branding in Fashion Business;
Introduction;
Concepts and Classification of Brand;
Brand and Brand Equity;
Fashion Brand Classification;
Fashion Brand Development and Management;
Brand Extension;
Brand Portfolio Strategy;
Fashion Brand Communication;
Advertising;
Celebrity Endorsement;
Public Relations and Events;
Personal Selling;
Storytelling and Fashion Tales;
Social Media; Fashion Blogs;
Challenges and Issues in Luxury Fashion Branding.
Counterfeiting and Its Impact on the Luxury Sector Commoditization;
Brand Dilution;
Brand Avoidance;
Trends in Branding and Communication in the Fashion Industry;
Luxury Brands' Offering Online;
Limited Edition;
Guerrilla Marketing;
Pop-Up Stores;
Reinforcing Brand Equity by Offering Experiential Spaces;
Notes;
References;
2 Harmont & Blaine: A Successful Dachshund to Build the Values and Brand Identity;
Introduction;
Company Overview;
Company History;
The Harmont & Blaine Branding Strategy;
Visual Identity;
Brand Promise;
Brand Personality;
Brand Communication;
Conclusion and Implications.
Notes
References;
3 Salvatore Ferragamo: Brand Heritage as Main Vector of Brand Extension and Internationalization;
Introduction;
Company Overview;
Company History;
The 'shoemaker to the stars' Era;
The Ferragamo Family Inheritance: Tangible and Intangible Resources;
From a Family Business Company to a Publicly Traded Company;
The Development of the Corporate Brand Strategy;
Brand Heritage as a Pillar of the Salvatore Ferragamo Strategy;
The Brand Heritage: Functional and Symbolic Assets;
The Corporate Museum: Experiencing the Brand's Inheritance.
Brand Heritage as Main Vector of Brand Extension and Internationalization
Conclusion and Implications;
Notes;
References;
4 Tod's: A Global Multi-Brand Company with a Taste of Tradition;
Introduction;
Brief History of the Tod's Group;
Company Overview;
Sales and Market Share;
Production and Distribution;
Organization;
Brand Portfolio Strategy;
Tod's;
Hogan;
Fay;
Roger Vivier;
Tod's Brand Communication via Storytelling and Retail Network;
Tod's Brand Values Communicated Through Storytelling;
Tod's Brand Identity Communicated Through Retail Stores.
Tod's Initiatives on Corporate Social Responsibility
Stakeholder Dimension-Investing in Human Capital;
Social Dimension-Serving the Local Community;
Environmental Dimension-Increasing Energy Efficiency;
Summary and Discussions;
Notes;
References;
5 The Prada Trend: Brand Building at the Intersection of Design, Art, Technology, and Retail Experience;
Introduction;
Company Overview;
Company History;
Single Focus: Boutique of Exclusive Baggage and Accessories in Milan, Italy (1913-1977);
Expanding Brand Geography: Marriage of Brand Creativity with International Expansion Strategy (1977-1990s).

Exemplar(s)

#	Accession No.	Call Number	Location	Status
1.	02361/18	687.0688 Fas	Library - 7th Floor	Available