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Wie Werde Ich Eine Diva?: Marketing Für Junge Modedesigner - Strategien Zum Aufbau Einer Luxuriösen Modemarke

Wie Werde Ich Eine Diva?: Marketing Für Junge Modedesigner - Strategien Zum Aufbau Einer Luxuriösen Modemarke

          
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About the Book

Obwohl Mode in Deutschland immer mehr auf dem Vormarsch ist und zunehmend internationales Ansehen genießt, schaffen es nur wenige deutsche Designer, sich langfristig im internationalen luxuriösen Designsegment zu positionieren. Angesichts einer weltweiten Nachfrage nach Luxusartikeln aus Deutschland stellt sich die Frage, warum dieses Potenzial nicht noch mehr ausgeschöpft wird? Die Gründe dafür sind vielfältig und ein entscheidender Grund dürfte sicherlich in einem mangelnden Marketing-Knowhow liegen. Weltweit erfolgreiche Designermodemarken beziehen ihre Faszination aus einzigartigen und authentischen Markenidentitäten. Ihre Begehrlichkeit lässt sich mit einer Diva vergleichen, denn wie eine klassische Diva führt die luxuriöse Designermodemarke ihre Bewunderer durch Verführung, macht es ihnen nicht zu leicht und biedert sich nie an. Die Diva ist Leitbild der Identität einer luxuriösen Designermarke - die Buchstaben des Wortes Diva bedeuten dabei Folgendes: - D steht für Domination (Eine Diva dominiert ihre Kunden) - I steht für Infrequency (Eine Diva ist selten) - V steht für Vanity (Eine Diva ist sehr eitel und zuweilen selbstgefällig) - A steht für Allurement (Eine Diva ist die pure Verführung) Aus der Diva leiten sich die Prinzipien zur Führung einer Designermodemarke ab: die divenhafte Kommunikation (Werbung, PR, Event Management, Social Media), der divenhafte online- und offline-Vertrieb bzw. Verkaufsförderung inklusive Logistik, das divenhafte Preismanagement und das divenhafte Produktmanagement. Prof. Dr. Verena König erklärt in ihrem Buch, was die Identität einer international erfolgreichen Designermarke charakterisiert und wie sie mit Hilfe der Diva-Methode geführt werden kann. Sie gibt zahlreiche Tipps, wie man eine luxuriöse Designermarke aufbauen kann. Außerdem zeigt sie einen Weg zur Selbstanalyse "Wie finde ich die Diva in mir?". ​


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Product Details
  • ISBN-13: 9783658025908
  • Publisher: Springer Gabler
  • Binding: Paperback
  • Height: 244 mm
  • No of Pages: 131
  • Series Title: German
  • Sub Title: Marketing Für Junge Modedesigner - Strategien Zum Aufbau Einer Luxuriösen Modemarke
  • Width: 170 mm
  • ISBN-10: 3658025905
  • Publisher Date: 20 Dec 2013
  • Edition: 2014 ed.
  • Language: German
  • Returnable: Y
  • Spine Width: 8 mm
  • Weight: 241 gr


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