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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About this book
Using the field of material culture as its methodological departure point, this Palgrave Pivot explains the strategic advantages that brands can set in place when their executives are fully in command of how to move from strategy to tactics. Specifically, it studies the brands, their products and signature experiences as well as their relationship with the consumer in an attempt to define the greater powers that have pushed fashion labels in and out of fashion. It focuses on case analysis of specific luxury fashion brands and attempts to link those to the greater context of material culture while also elaborating on theoretical discussions. Bridging theory and practice, this book explores the relationship between creative strategy and cultural intelligence.
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Table of contents (11 chapters)
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Front Matter
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Background of Luxury Fashion as a Field of Material Culture
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Front Matter
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Production and Consumption of Luxury Fashion
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Front Matter
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Cultural Intelligence and Creativity
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Front Matter
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The Future of Luxury Fashion
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Front Matter
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Back Matter
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