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Fashion Branding and Communication : Core Strategies of European Luxury Brands.

By: Contributor(s): Material type: TextSeries: Publisher: New York : Palgrave Macmillan, 2017Copyright date: ©2017Edition: 1st edDescription: 1 online resource (199 pages)Content type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781137523433
Subject(s): Genre/Form: DDC classification:
  • 687.0688
Online resources:
Contents:
Intro -- 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 &amp -- Blaine: A Successful Dachshund to Build the Values and Brand Identity -- Introduction -- Company Overview -- Company History -- The Harmont &amp -- 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) -- Epicenters: Enhancing Brand Through Anti-Commercial Projects (2000s-2010s) -- Placeless Brand: Consolidating Leadership Position in Business, Fashion, and Arts Patronage (2010s-Today) -- Brand Portfolio Strategy -- Prada -- Miu Miu -- Church's -- Car Shoe -- Marchesi 1824 -- Creative Brand Building at the Intersection of Art, Technology, and Consumer Experience -- Artful Brand Building -- Technology-Enhanced Brand Experience -- Immersionary Brand Experiences: Prada Green Stores and Epicenters -- Discussion and Implication -- Notes -- References -- 6 Louis Vuitton's Art-Based Strategy to Communicate Exclusivity and Prestige -- Introduction.
Overview of LVMH and Louis Vuitton -- Overview of LVMH Group -- Overview of Louis Vuitton -- History of Louis Vuitton -- A Luxury Strategy Based on Arts and Artistic Collaborations -- Arts Exhibitions in Retail Spaces -- Louis Vuitton Cultural Spaces -- Louis Vuitton Foundation for Contemporary Art -- Arts Collaboration with Renowned Visual Artists for Limited Collections -- LV and Takashi Murakami -- LV and Yayoi Kusama -- LV's Recent Artification Activities -- Discussion and Implication -- Notes -- References -- Index.
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Intro -- 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 &amp -- Blaine: A Successful Dachshund to Build the Values and Brand Identity -- Introduction -- Company Overview -- Company History -- The Harmont &amp -- 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) -- Epicenters: Enhancing Brand Through Anti-Commercial Projects (2000s-2010s) -- Placeless Brand: Consolidating Leadership Position in Business, Fashion, and Arts Patronage (2010s-Today) -- Brand Portfolio Strategy -- Prada -- Miu Miu -- Church's -- Car Shoe -- Marchesi 1824 -- Creative Brand Building at the Intersection of Art, Technology, and Consumer Experience -- Artful Brand Building -- Technology-Enhanced Brand Experience -- Immersionary Brand Experiences: Prada Green Stores and Epicenters -- Discussion and Implication -- Notes -- References -- 6 Louis Vuitton's Art-Based Strategy to Communicate Exclusivity and Prestige -- Introduction.

Overview of LVMH and Louis Vuitton -- Overview of LVMH Group -- Overview of Louis Vuitton -- History of Louis Vuitton -- A Luxury Strategy Based on Arts and Artistic Collaborations -- Arts Exhibitions in Retail Spaces -- Louis Vuitton Cultural Spaces -- Louis Vuitton Foundation for Contemporary Art -- Arts Collaboration with Renowned Visual Artists for Limited Collections -- LV and Takashi Murakami -- LV and Yayoi Kusama -- LV's Recent Artification Activities -- Discussion and Implication -- Notes -- References -- Index.

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Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2025. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.

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