Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You and Your Team.

Learn More →

The evolution of a luxury brand: the case of Prada

The evolution of a luxury brand: the case of Prada Purpose – The purpose of this paper is twofold. In its initial stages it undertakes a review of the key fashion industry‐related themes emerging from the IJRDM . Subsequently, it reflects upon these themes in the context of luxury fashion brand Prada and in so doing identifies four key change phases in the evolution of the brand. Design/methodology/approach – Review of literature spanning 20 years. Findings – The paper identifies five overarching general themes. These comprise fashion retailer brands, the internationalisation of fashion retailing, the emergence and challenges of on‐line fashion retailing, changes in the supply chain and changes in consumption. Originality/value – The paper provides a valuable overview of the main research themes within the context of fashion retailing. In addition, it provides a critical insight into the changing nature of Italian luxury fashion brand Prada. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Retail & Distribution Management Emerald Publishing

The evolution of a luxury brand: the case of Prada

Loading next page...
 
/lp/emerald-publishing/the-evolution-of-a-luxury-brand-the-case-of-prada-xxPv6LP9i2
Publisher
Emerald Publishing
Copyright
Copyright © 2010 Emerald Group Publishing Limited. All rights reserved.
ISSN
0959-0552
DOI
10.1108/09590551011085984
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is twofold. In its initial stages it undertakes a review of the key fashion industry‐related themes emerging from the IJRDM . Subsequently, it reflects upon these themes in the context of luxury fashion brand Prada and in so doing identifies four key change phases in the evolution of the brand. Design/methodology/approach – Review of literature spanning 20 years. Findings – The paper identifies five overarching general themes. These comprise fashion retailer brands, the internationalisation of fashion retailing, the emergence and challenges of on‐line fashion retailing, changes in the supply chain and changes in consumption. Originality/value – The paper provides a valuable overview of the main research themes within the context of fashion retailing. In addition, it provides a critical insight into the changing nature of Italian luxury fashion brand Prada.

Journal

International Journal of Retail & Distribution ManagementEmerald Publishing

Published: Oct 12, 2010

Keywords: Fashion; Marketing; Brand‐management; Luxury; Growth

References