Fashion Branding and Communication

Fashion Branding and Communication: Core Strategies of European Luxury Brands (Palgrave Studies in Practice: Global Fashion Brand Management)

Every firm dreams of creating a well-established brand. Especially for fashion companies, brand name is a paramount concern, often serving as a deciding factor for consumer purchase decisions. Consumers do not necessarily seek functionality in fashion. Instead, they purchase styles, dreams, and symbolic images—aspects of their identity that brands can help them project. Therefore, in the fashion industry, brand is a critical asset many firms strive to establish, maintain, and grow. The study of branding is complex because no single factor plays a decisive role in its development. To elucidate this intricate subject, we chose to structure this book around case studies, building on previous works on branding. In particular, we focus on European luxury and premium brands because of its massive influence on branding and communication. Luxury strategies have their roots in Europe, primarily pioneered by French and Italian companies. This book specifically focuses on four Italian companies (Harmont & Blaine, Salvatore Ferragamo, Tod’s, and Prada) and one French company (Louis Vuitton). Each case was written by author(s) who have either come from the region, provided marketing consultation for the brands, or conducted in-depth studies of the brands. Their connections provided us with invaluable access to interviews with executives and reviews of archives would have been otherwise limited. These experiences have allowed us to write this text, compiled from information not easily obtainable elsewhere.

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