Fashion Branding and Communication, 1st ed. 2017 Core Strategies of European Luxury Brands Palgrave Studies in Practice: Global Fashion Brand Management Series

Chapter 1. Brands as Core Assets: Trends and Challenges of Branding in Fashion Business

Byoungho Jin & Elena Cedrola

Chapter 2. Harmont & Blaine: A Successful Dachshund to Build the Values and Brand Identity

Maria Colurcio & Monia Melia

Chapter 3. Salvatore Ferragamo: Brand Heritage as Main Vector of Brand Extension and Internationalization

Maria Carmela Ostillio & Sarah Ghaddar

Chapter 4. Tod’s: A Global Multi-Brand Company with a Taste of Tradition

Maria Carmela Ostillio & Sarah Ghaddar

Chapter 5. The Prada Trend: Brand Building at the Intersection of Design, Art, Technology and Retail Experience

<       Stefania Masè & Ksenia Silchenko

Chapter 6. Louis Vuitton’s Art-based Strategy to Communicate Exclusivity and Prestige

Stefania Masè & Elena Cedrola 

Byoungho Jin is Putnam and Hayes Distinguished Professor in the Department of Consumer, Apparel, and Retail Studies at the University of North Carolina, Greensboro, USA. Her research area focuses on international apparel retailing and branding.

Elena Cedrola is Professor at the University of Macerata, Italy, where she teaches Management and International Marketing. She is also Professor at the Catholic University of Milan, Italy. Dr Cedrola’s research area focuses on SMEs’ internationalization and Country of Origin Effect. 

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

The authors present expert analysis of brand management while discussing the trends and challenges in the fashion industry.

Identifies and compares brand strategies in the fashion and art industries.