Through ten detailed case studies on groundbreaking brands like Vivienne Westwood, Vera Wang, Levi's®, 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
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Fashion Brand Stories
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Table of contents
- Cover
- Contents
- Preface
- How To Use This Text: Chapter Set-up
- Acknowledgments
- 1 Once Upon a Time: Brand/Story
- 2 The Past, Present, and Future: A Conceptual Overview
- 3 Democratization of Merchandising: Ralph Lauren
- 4 Rebel Brand Style: Vivienne Westwood
- 5 A Designer of Branded Occasions: Vera Wang
- 6 The Branding of Masstige: The Gap, Inc.
- 7 Celebrity Collaborations and Philanthropy: MAC
- 8 Retro-Branding: Levi Strauss & Co.
- 9 Branding Affordable Eyecare: Warby Parker
- 10 Rebranding American Manufacturing: Shinola
- Notes
- Index
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Yes, you can access Fashion Brand Stories by Joseph H. Hancock in PDF and/or ePUB format, as well as other popular books in Business & Fashion & Textile Industry. We have over 1.5 million books available in our catalogue for you to explore.