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Author: Andrea Runfola
Publisher:
ISBN: 9783030887568
Category :
Languages : en
Pages : 0
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Book Description
Internationalization is an essential component of the business model for luxury fashion companies. Hence, regardless of their size, luxury firms have to develop in foreign markets to seek global demand, build a global image, and manage distribution and communications effectively. Filling a gap in current literature, this book examines the motives, processes, and forms assumed for the internationalization of luxury fashion companies and the relationship between internationalization and business models, with a focus on small and medium-sized enterprises (SMEs) and the specific challenges they face. The book proposes cases of Italian SMEs, being Italy a country that is globally recognized as a key player in the luxury fashion industry. Specifically, the authors link internationalization with business models and discuss the business model of luxury fashion SMEs, characterized by "genetic internationalization". Finally, the authors address the main theoretical and managerial implications emerging from their empirical research and discuss the applicability of this model to luxury companies in general. Offering a comprehensive and in-depth view of luxury fashion SMEs, this book is targeted to students, scholars and practitioners interested in luxury firms, internationalization, and business models. Andrea Runfola is Associate Professor of Marketing and Management at the Department of Economics of the University of Perugia. His research interests include international business, international marketing, business-to-business marketing, business models, and luxury and fashion marketing Matilde Milanesi is Assistant Professor of Marketing and Management at the Department of Economics and Management of the University of Florence. Her research interests include international business, international marketing, industrial marketing and luxury and fashion marketing. Simone Guercini is Full Professor of Marketing and Management at the Department of Economics and Management of the University of Florence. His research interests include business marketing, international business, qualitative research, heuristics in behaviour and cognition, and luxury and fashion marketing.
Author: Andrea Runfola
Publisher:
ISBN: 9783030887568
Category :
Languages : en
Pages : 0
Get Book
Book Description
Internationalization is an essential component of the business model for luxury fashion companies. Hence, regardless of their size, luxury firms have to develop in foreign markets to seek global demand, build a global image, and manage distribution and communications effectively. Filling a gap in current literature, this book examines the motives, processes, and forms assumed for the internationalization of luxury fashion companies and the relationship between internationalization and business models, with a focus on small and medium-sized enterprises (SMEs) and the specific challenges they face. The book proposes cases of Italian SMEs, being Italy a country that is globally recognized as a key player in the luxury fashion industry. Specifically, the authors link internationalization with business models and discuss the business model of luxury fashion SMEs, characterized by "genetic internationalization". Finally, the authors address the main theoretical and managerial implications emerging from their empirical research and discuss the applicability of this model to luxury companies in general. Offering a comprehensive and in-depth view of luxury fashion SMEs, this book is targeted to students, scholars and practitioners interested in luxury firms, internationalization, and business models. Andrea Runfola is Associate Professor of Marketing and Management at the Department of Economics of the University of Perugia. His research interests include international business, international marketing, business-to-business marketing, business models, and luxury and fashion marketing Matilde Milanesi is Assistant Professor of Marketing and Management at the Department of Economics and Management of the University of Florence. Her research interests include international business, international marketing, industrial marketing and luxury and fashion marketing. Simone Guercini is Full Professor of Marketing and Management at the Department of Economics and Management of the University of Florence. His research interests include business marketing, international business, qualitative research, heuristics in behaviour and cognition, and luxury and fashion marketing.
Author: Andrea Runfola
Publisher: Springer Nature
ISBN: 3030887553
Category : Business & Economics
Languages : en
Pages : 208
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Book Description
Internationalization is an essential component of the business model for luxury fashion companies. Hence, regardless of their size, luxury firms have to develop in foreign markets to seek global demand, build a global image, and manage distribution and communications effectively. Filling a gap in current literature, this book examines the motives, processes, and forms assumed for the internationalization of luxury fashion companies and the relationship between internationalization and business models, with a focus on small and medium-sized enterprises (SMEs) and the specific challenges they face. The book proposes cases of Italian SMEs, being Italy a country that is globally recognized as a key player in the luxury fashion industry. Specifically, the authors link internationalization with business models and discuss the business model of luxury fashion SMEs, characterized by "genetic internationalization". Finally, the authors address the main theoretical and managerial implications emerging from their empirical research and discuss the applicability of this model to luxury companies in general. Offering a comprehensive and in-depth view of luxury fashion SMEs, this book is targeted to students, scholars and practitioners interested in luxury firms, internationalization, and business models.
Author: J. Hoffmann
Publisher: Springer
ISBN: 113728739X
Category : Business & Economics
Languages : en
Pages : 320
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Book Description
The rise of emerging market luxury brands, digital and online innovations, and growth in consumption globally has opened the doors for seasoned luxury houses and new players to expand their horizons. This book charts the trends that are shaping the luxury industry, particularly the rise of the luxury industry in Asia and emerging markets.
Author: Byoungho Jin
Publisher: Springer
ISBN: 1137523379
Category : Business & Economics
Languages : en
Pages : 142
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Book Description
The first volume in the Palgrave Studies in Practice: Global Fashion Brand Management series, this book provides a comprehensive view on the internationalization of fashion brands, offering unique academic and managerial insights into how fashion brands in diverse sizes can build and sustain their businesses in competitive global marketplaces. It explores the theories and trends occurring within the fashion industry, one of the most active sectors of internationalization. The majority of global fashion brands operate beyond their home countries, yet not much is known about the ventures that generate more than half of their revenues. This book takes a critical look at the global-by-nature fashion industry through a collection of actual cases from multiple countries and cultural backgrounds.
Author: Wilson Ozuem
Publisher: Springer Nature
ISBN: 303070324X
Category : Business & Economics
Languages : en
Pages : 471
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Book Description
This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a consumer’s purchase and post-purchase trajectories. The fashion industry has evolved rapidly over the last few years with the diffusion of fast fashion and luxury democratization, not to mention the advent of ICT and the development of communication. Today, fashion companies face new challenges, such as how to manage brands and how to choose between marketplaces and digital marketspaces. While some companies focus on one channel selection, others embrace the omnichannel choice and look for a balance between the two environments. Whatever the strategy, it is essential to manage these touch-points in order to create interaction between consumers and brands, provide meaningful customer experiences, and to maximize customers’ engagement. An insightful read for scholars in marketing, fashion and retail, this book investigates the triangulation between branding, marketplace, and marketspace and its impact on the organization.
Author: Laura Rienda
Publisher: Springer Nature
ISBN: 3030762556
Category : Business & Economics
Languages : en
Pages : 179
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Book Description
This contributed volume captures some of the most current topics and trends in the fashion industry. It provides a theoretical and empirical analysis of the behaviour of firms in this fast-moving industry with a focus on their resources, capabilities and routines around communication and sustainability strategies in an international context. It covers hot topics such as the role of social media, sustainability, and luxury as well as brief mention on how the Covid-19 pandemic will impact fashion brands. With contributions from practitioners and academics, this book provides an overview of the debates, analysis and best practices, making it an invaluable resource for anyone studying or researching the fashion industry, branding, or luxury.
Author: Marta Massi
Publisher: Springer Nature
ISBN: 3030261212
Category : Business & Economics
Languages : en
Pages : 181
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Book Description
Despite being vastly different both socially and economically, art and fashion are increasingly converging to collaborate in mutually advantageous ways. This book discusses the mutual benefits of collaboration through analysis of successful case studies, including corporate art collections and museums, patronage and sponsorship initiatives, and art-based brand management in the fashion sector. It provides a categorization of the strategies that fashion firms employ when they join the art world and illustrates how art and fashion brands can interact strategically at different levels. This book will be a valuable resource to researchers, providing an enhanced understanding of the potential of artification for managing brands and products.
Author: Isabel Cantista
Publisher: Springer Nature
ISBN: 3030256545
Category : Business & Economics
Languages : en
Pages : 294
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Book Description
Offering an original contribution to the field of luxury and fashion studies, this edited collection takes a philosophical perspective, addressing the idea that humans need luxury. From this framework it delves deep into two particular dimensions of luxury, emotions and society, and concludes with cases of brand building in order to illustrate the two dimensions at work. Comparative analysis between countries is brought together with an emphasis on China. Chapters address the ongoing growth in the market, as well as the significant changes in the sector brought about by fast international expansion and an increased focus on ethical supply and sustainability, making the book an insightful read for scholars of fashion business, luxury and branding.
Author: Pierre Xiao Lu
Publisher: Routledge
ISBN: 0429873964
Category : Business & Economics
Languages : en
Pages : 251
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Book Description
This book looks at luxury brand management and strategy from theory to practice and presents new theoretical models and solutions for how to create and develop a worldwide luxury brand in the twenty-first century. The book gives an overview of how a luxury brand is created through the understanding and application of economic rules and through firms adopting new management models across multiple business dimensions. It also explains the application of theories and models and illustrates specific issues through case studies drawn from international markets such as China and France. The Chinese cases provide unique opportunities and insights into how these new luxury brands were created and how they have benefited from the international market over time. From the international brand management perspective, this book is a useful reference for anyone who wants to learn more about luxury brand management and to better understand how the international market has evolved and how products may change the rules of the game.
Author: Chris K. Y. Lo
Publisher: Springer
ISBN: 9811088780
Category : Business & Economics
Languages : en
Pages : 194
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Book Description
This book explores new approaches and strategies that luxury fashion brands could adopt in their operations toward sustainability goals. It addresses the unique challenges faced by luxury fashion brands, given that concepts of luxury and sustainability may be conflicting. In doing so, it elaborates on how fashion brands need to manage their suppliers to comply with and improve social and environmental conditions, the pressure to fulfill the triple-bottom lines, consumer demands for transparency, and social media and its advantages in achieving sustainability goals. Exploring the notion that luxury fashion brands are in a better position to pursue superior sustainability performance, it presents research that highlights how the consequences of non-compliance could have more devastating effects on luxury brands than on mass-market brands. The book is a valuable resource for academics and practitioners in the field of business, sustainability, and fashion.
