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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.   .

Business. --- Marketing. --- Business and Management. --- Fashion merchandising. --- Branding (Marketing) --- Brand name products --- Fashion marketing --- Marketing --- Advertising --- Clothing trade --- Merchandising --- Retail trade --- Consumer goods --- Domestic marketing --- Retail marketing --- Industrial management --- Aftermarkets --- Selling --- Louis Vuitton Malletier --- Prada SpA --- Europe. --- Europa --- Prada --- Modebranche --- Mailand --- Italien --- Vuitton Malletier --- Louis Vuitton --- Vuitton, Louis --- Louis Vuitton Company --- Firma --- Lederwarenindustrie --- Paris --- Frankreich --- 1854 --- -Europe. --- Abendland --- Okzident --- Europäer --- Council of Europe countries --- Eastern Hemisphere --- Eurasia