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What is Fashion Brand

Handbook of Research on Global Fashion Management and Merchandising
A brand with symbolic meaning and style that deeply incorporates the experiential and interactional dimensions. It requires great product differentiation and supply chain coordination.
Published in Chapter:
Brand Experiences, Retail Scenarios, and Brand Images in the Fashion Industry
Manuela Valta (University of Udine, Italy) and Donata Vianelli (University of Trieste, Italy)
DOI: 10.4018/978-1-5225-0110-7.ch018
Postmodern consumers experience fashion brands within numerous in-store and out-of-store contexts, and they tend to focus on their holistic experience with the brands across various retail scenarios. In a fashion brand context, the interaction of multiple retail environments greatly affects consumer behavior towards the brands. The objective of this chapter is to provide a review of the main issues related to brand management and customer experience management in a co-creation perspective. By overviewing the literature on brand management, retailing, and consumer behavior, the authors provide relevant insights for academics and practitioners to arrive at a more comprehensive understanding of the fashion brand experience and fashion brand image.
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