The purpose of this paper is to shed light on the contribution that history can give to marketing strategies aimed at revitalizing fashion brands. It focuses on the revival strategy implemented in recent years by the Pucci fashion company.
The revival of fashion brands between marketing and history: the case of the Italian fashion company Pucci
MERLO, ELISABETTA;PERUGINI, MARIO
2015
Abstract
The purpose of this paper is to shed light on the contribution that history can give to marketing strategies aimed at revitalizing fashion brands. It focuses on the revival strategy implemented in recent years by the Pucci fashion company.
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