Description
Through ten detailed case studies on groundbreaking brands like Vivienne Westwood, Vera Wang, Levi's (R), and The Gap Inc., Fashion Brand Stories shows how fashion retailers and designers use storytelling to establish and maintain relationships with their customers. These entertaining case studies explore the evolution of each brand as a cultural entity with its own carefully crafted personality. Aided by interviews with industry professionals, you'll learn how brands start out, grow and encounter success or failure and how to apply those hard-won lessons to your own thoughts on branding. This beautifully illustrated third edition covers the changing role of social media, celebrity endorsements, quality over quantity, and more ethical sourcing, manufacturing, and consumption. Instructor's resources to accompany this edition are available at bloomsbury.pub/fashion-brand-stories-3e
An entertaining introduction to fashion branding through 10 case studies, including Ralph Lauren, Tiffany's, Levi's, Urban Outfitters and The North Face.
About the Author
Joseph H. Hancock II is a professor at Drexel University, USA. He has worked in management, branding, merchandising, and leadership for landmark companies, including The Gap, The Limited Corporation, and Target Corporation. He is principal editor for the journal Fashion, Style & Popular Culture, and co-editor of The Fashion Business Reader (Bloomsbury Visual Arts, 2019).
Reviews
You don't have to follow fashion to enjoy Fashion Brand Stories ... Reading feels like strolling along a sparkling shopping corridor as Hancock explains how retailers gain prominence, revealing the strategy and mythology behind what we see in the windows. * Broad Street Review *
A unique overview of how brands develop, and whether their stories authentically evolve or are cleverly designed. * Dr. Karen Cross, Academic Strategic Lead in the School of Creative and Cultural Business, Robert Gordon University, UK *
Fashion Brand Stories is an insightful text for anyone who wishes to understand the importance of design, critical cultural theory, and storytelling as methods of creating fashion brands and a must for creatives and business professionals, who will benefit from its engaging views on consumer brand culture. * Dr. Vicki Karaminas, Professor of Fashion, Massey University, New Zealand *
Dr. Hancock gives the reader a book suffused with contemporary (and well-known) brand stories as an engaging introduction to key concepts in fashion and apparel studies. * Dr. Jessica Strubel, Associate Professor, Textiles, Fashion Merchandising and Design, The University of Rhode Island, USA *
Book Information
ISBN 9781350135543
Author Joseph H. Hancock
Format Paperback
Page Count 216
Imprint Bloomsbury Visual Arts
Publisher Bloomsbury Publishing PLC
An entertaining introduction to fashion branding through 10 case studies, including Ralph Lauren, Tiffany's, Levi's, Urban Outfitters and The North Face.
About the Author
Joseph H. Hancock II is a professor at Drexel University, USA. He has worked in management, branding, merchandising, and leadership for landmark companies, including The Gap, The Limited Corporation, and Target Corporation. He is principal editor for the journal Fashion, Style & Popular Culture, and co-editor of The Fashion Business Reader (Bloomsbury Visual Arts, 2019).
Reviews
You don't have to follow fashion to enjoy Fashion Brand Stories ... Reading feels like strolling along a sparkling shopping corridor as Hancock explains how retailers gain prominence, revealing the strategy and mythology behind what we see in the windows. * Broad Street Review *
A unique overview of how brands develop, and whether their stories authentically evolve or are cleverly designed. * Dr. Karen Cross, Academic Strategic Lead in the School of Creative and Cultural Business, Robert Gordon University, UK *
Fashion Brand Stories is an insightful text for anyone who wishes to understand the importance of design, critical cultural theory, and storytelling as methods of creating fashion brands and a must for creatives and business professionals, who will benefit from its engaging views on consumer brand culture. * Dr. Vicki Karaminas, Professor of Fashion, Massey University, New Zealand *
Dr. Hancock gives the reader a book suffused with contemporary (and well-known) brand stories as an engaging introduction to key concepts in fashion and apparel studies. * Dr. Jessica Strubel, Associate Professor, Textiles, Fashion Merchandising and Design, The University of Rhode Island, USA *
Book Information
ISBN 9781350135543
Author Joseph H. Hancock
Format Paperback
Page Count 216
Imprint Bloomsbury Visual Arts
Publisher Bloomsbury Publishing PLC
