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...
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| Veröffentlicht in: | International journal of retail & distribution management 2010-10, Vol.38 (11/12), p.915-927 |
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| container_end_page | 927 |
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| container_issue | 11/12 |
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| container_title | International journal of retail & distribution management |
| container_volume | 38 |
| creator | Moore, Christopher M Doyle, Stephen A |
| description | 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. |
| doi_str_mv | 10.1108/09590551011085984 |
| format | Article |
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| identifier | ISSN: 0959-0552 |
| ispartof | International journal of retail & distribution management, 2010-10, Vol.38 (11/12), p.915-927 |
| issn | 0959-0552 1758-6690 |
| language | eng |
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| source | Emerald Journals |
| subjects | Brand loyalty Business models Consumer behavior Consumers Consumption Fashion designers Globalization Market entry Marketing Retail stores Studies Supply chains Trends |
| title | The evolution of a luxury brand: the case of Prada |
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