Luxury Fashion Marketing and Branding

A Strategic Approach
1. Auflage 2024
ISBN: 978-1-032-20707-0
Verlag: Routledge

Buch, Englisch, 194 Seiten, Format (B × H): 175 mm x 250 mm, Gewicht: 527 g

Reihe: Mastering Fashion Management

Luxury Fashion Marketing and Branding offers a comprehensive analysis of the key theories and concepts needed to understand the promotion of luxury fashion products. It covers subjects including luxury fashion retailing, digital marketing and communication, data analytics, emerging technologies, consumer behaviour and PR. The textbook also offers a focused discussion of the challenges faced by luxury fashion brands to meet growing customer demand for ethical and sustainable practice, including concerns related to diversity, inclusivity, and cultural sensitivity.

This textbook is grounded in business practices, featuring real-world examples and international case studies from both established and modern brands. Chapter objectives and summaries aid comprehension, whilst end-of-chapter questions and activities enable further research and discussion.

Luxury Fashion Marketing and Branding is ideal for advanced undergraduate and postgraduate students of fashion marketing and communications, luxury fashion business and luxury brand management. Its applied approach will also make it suitable for those studying for an Executive MBA in Fashion and Luxury Management. Online resources include an instructor’s manual, lecture slides and a test bank.

Zielgruppe

Postgraduate and Undergraduate Advanced

Autoren/Hrsg.

Dallabona, Alice

Fachgebiete

• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Fertigungsindustrie Textilindustrie
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Management Internationales Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

Introduction, Part I: Luxury Fashion Branding, 1. What is Luxury 2. What is a Luxury Fashion Brand, 3. Strategic Challenges for Luxury Fashion Brands, Part II: Luxury Fashion Retail and Consumer Behaviour, 4. Luxury Fashion Consumer Behaviour, 5. Luxury Fashion Retail, Part III: Luxury Fashion Marketing and Communication, 6. Brand Identity for Luxury Fashion Marketing Communications 7. Luxury Fashion Promotion and Advertising, 8. Digital and Social Media Marketing for Luxury Fashion; Part IV: The Future of Luxury Fashion Branding and Marketing, 9. Luxury Fashion Marketing and Emerging Technologies 10. Diversity, Inclusivity and Cultural Sensitivity, 11. Sustainability and Ethical Issues in Luxury Fashion

Über Autor(innen)

Alice Dallabona is a Lecturer in Fashion Marketing at the University of Leeds, UK.