Luxury Fashion Marketing and Branding

A Strategic Approach

Alice Dallabona (Leeds University, UK)

$77.99

Paperback

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English

Routledge
22 August 2024

Sales & marketing; Advertising; Fashion & beauty industries

Series: 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.

By: Alice Dallabona (Leeds University UK)
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 246mm, Width: 174mm,
Weight: 360g
ISBN: 9781032206882
ISBN 10: 1032206888
Series: Mastering Fashion Management
Pages: 186
Publication Date: 22 August 2024
Audience: College/higher education , Primary
Format: Paperback
Publisher's Status: Active

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

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