Innovation in fashion retail is critical in order to ensure competitive advantage in a constantly evolving market, in terms of consumer expectations. The modern customer is mobile, permanently connected to the Internet, well-informed about international trends, mindful of the quality of...

Cover -- Half-Title Page -- Title Page -- Copyright Page -- Contents -- Prologue -- Introduction -- 1. What is a Brand? -- 1.1. The brand: a concept built from relationships -- 1.2. The brand is anthropomimetic -- 1.3. The brand as merchant -- 1.3.1. Exaggeration -- 1.3.2. Celebrity -- 1.3.3. A...