Overview
- Discusses business strategy in the context of material culture
- Offers unique and novel insights on how luxury fashion brands can understand culture, turn it into creative strategy, and win in business and brand equity
- Argues that the marketing strategy must be informed by creative strategy and cultural intelligence
Part of the book series: Palgrave Advances in Luxury (PAAL)
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Table of contents (11 chapters)
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Background of Luxury Fashion as a Field of Material Culture
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Production and Consumption of Luxury Fashion
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Cultural Intelligence and Creativity
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The Future of Luxury Fashion
Keywords
About this book
Authors and Affiliations
About the author
Thomaï Serdari is Adjunct Professor of Marketing and Director of the Fashion & Luxury MBA at the Leonard N. Stern School of Business at New York University, USA. Serving as the Business Editor of Luxury: History, Culture, Consumption, she is an expert on luxury and actively studies, values, and reports on companies or funds that operate and invest within the luxury goods market.
Bibliographic Information
Book Title: Rethinking Luxury Fashion
Book Subtitle: The Role of Cultural Intelligence in Creative Strategy
Authors: Thomaï Serdari
Series Title: Palgrave Advances in Luxury
DOI: https://doi.org/10.1007/978-3-030-45301-5
Publisher: Palgrave Macmillan Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2020
Hardcover ISBN: 978-3-030-45300-8Published: 02 September 2020
eBook ISBN: 978-3-030-45301-5Published: 01 September 2020
Series ISSN: 2662-1061
Series E-ISSN: 2662-107X
Edition Number: 1
Number of Pages: XXII, 191
Number of Illustrations: 1 b/w illustrations, 17 illustrations in colour
Topics: Luxury, Branding, Business Strategy/Leadership