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.

This volume examines the brand and communication strategies of European luxury brands.

1) Brands as Core Assets: Trends and Challenges of Branding in Fashion Business.- 2) Harmont and Blaine: A Successful Dachshund to Build the Values and Brand Identity.- 3) Salvatore Ferragamo: Brand Heritage as Main Vector of Brand Extension and Internationalization.- 4) Tod's: A Global Multi-Brand Company with a Taste of Tradition.- 5) The Prada Trend: Brand Building at the Intersection of Design, Art, Technology and Retail Experience.- 6) Louis Vuitton: Art-based Strategy to Communicate Exclusivity and Prestige.