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…mehr
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
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).
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Preface 1. Once Upon a Time: Brand/Story Fashion and Popular Culture: Interview with Jessica Strübel What Is Fashion Versus Style? What Is Fashion Branding? Public Relations Branding: Interview with Anne Peirson-Smith Fashion Branding and Storytelling The Goals of this Book Moving Beyond Fashion Brand Stories Discussion Questions Expand Your Knowledge Further Exploration 2. The Past, Present, and Future: A Conceptual Overview Postmodernism, Philosophy, and Theory Putting It All Together: Rhetorical Fashion, Encoding/Decoding, and Hyperreality Postmodern Branding Semantics Hypermodernism and Fashion Forms Meaning and Individual Style Branding and Consumer Theories Context, Consumers, and Meaning Future Consumption of Brands: Interview with Lorynn Divita Cultural Branding Theories Storytelling and Success Brands Lifestyle Merchandising and Emotional Meanings Scouting Future Fashion and Patterns: Interview with Krista Lowther Shifting Views and Consumers Speaking Out Discussion Questions Expand Your Knowledge Further Exploration 3. Democratization of Merchandising: Ralph Lauren History of a Merchandiser The Polo Line Films and Fragrance Redefining the Lifestyle and Going Global Luxury Branding: Interview with David Loranger The Empire Grows Ralph Lauren Home, Out of Africa, and the New York Flagship Store From Exotic Fragrances to the Rugby Store Innovation and Scrutiny Philanthropy and Stardom Discussion Questions Expand Your Knowledge Further Exploration 4. Rebel Brand Style: Vivienne Westwood A Marriage of Music and Fashion Queer and Punk Influence on Brands: Interview with Marvin Taylor Life Changes and Growth God Save the Planet: A Focus on Philanthropy Street Style Success and Subcultural Leadership What Will the Future Hold? Discussion Questions Expand Your Knowledge Further Exploration 5. A Designer of Branded Occasions: Vera Wang Vera Wang: Wedding Expert and Role Model Who Is Vera Wang? Vera Wang's Branding Story Fashioning Personal Brand Success: Interview with Amanda Buchanan Wang Builds Her Brand Name Vera Wang's Mass Merchandising The Career Continues Discussion Questions Expand Your Knowledge Further Exploration 6. The Branding of Masstige: The Gap, Inc. Gap History and the Sweat Wall New Fashion Gatekeeping: Individuals of Style and Everyone in Khaki Branding Mass Fashion and Off-Price Retail: Interview with Nancy Mair Into the Twenty-First-Century Groove Labor Controversy and Change Moving Forward Discussion Questions Expand Your Knowledge Further Exploration 7. Celebrity Collaborations and Philanthropy: MAC History of Estée Lauder Estée Lauder Today Branding Sneakers: Interview with Sean Williams Makeup Art Cosmetics: MAC Philanthropic Branding with a Twist: VIVA GLAM Celebrity Endorsement, Collaborations, and Genderless Boundaries Discussion Questions Expand Your Knowledge Further Exploration 8. Retro-Branding: Levi Strauss & Co. History of Levi Strauss & Co. Denim Overalls Become Blue Jeans Street Style Influence: Interview with Brent Luvaas Making Statements: 501 Jeans and Brand/Story Sales, Strategy, and a Return to Heritage Discussion Questions Expand Your Knowledge Further Exploration 9. Branding Affordable Eyecare: Warby Parker The Eyeglasses Market Luxottica Silhouette International and Viva International Marchon and Safilo Charmant, Marcolin, and De Rigo A Branding King of Retail Operations: Interview with Michael J. Edwards Doing Things Differently: Warby Parker Warby Parker Moving Forward with Vision Falling from B Corp Status COVID-19: Being There for Consumers Discussion Questions Expand Your Knowledge Further Exploration 10. Rebranding American Manufacturing: Shinola History of Shinola The Product Line and Education Watches Paper Journals: Edwards Brothers Malloy, Michigan Bicycles: Waterford Precision Cycles, Wisconsin Shinola Jewelry, Leather Goods, and Pet Accessories Sustainable Design and Branding: Interview with Chris Baeza Shinola Controversy "Bougie Crap" and Diversification Discussion Questions Expand Your Knowledge Further Exploration
Preface 1. Once Upon a Time: Brand/Story Fashion and Popular Culture: Interview with Jessica Strübel What Is Fashion Versus Style? What Is Fashion Branding? Public Relations Branding: Interview with Anne Peirson-Smith Fashion Branding and Storytelling The Goals of this Book Moving Beyond Fashion Brand Stories Discussion Questions Expand Your Knowledge Further Exploration 2. The Past, Present, and Future: A Conceptual Overview Postmodernism, Philosophy, and Theory Putting It All Together: Rhetorical Fashion, Encoding/Decoding, and Hyperreality Postmodern Branding Semantics Hypermodernism and Fashion Forms Meaning and Individual Style Branding and Consumer Theories Context, Consumers, and Meaning Future Consumption of Brands: Interview with Lorynn Divita Cultural Branding Theories Storytelling and Success Brands Lifestyle Merchandising and Emotional Meanings Scouting Future Fashion and Patterns: Interview with Krista Lowther Shifting Views and Consumers Speaking Out Discussion Questions Expand Your Knowledge Further Exploration 3. Democratization of Merchandising: Ralph Lauren History of a Merchandiser The Polo Line Films and Fragrance Redefining the Lifestyle and Going Global Luxury Branding: Interview with David Loranger The Empire Grows Ralph Lauren Home, Out of Africa, and the New York Flagship Store From Exotic Fragrances to the Rugby Store Innovation and Scrutiny Philanthropy and Stardom Discussion Questions Expand Your Knowledge Further Exploration 4. Rebel Brand Style: Vivienne Westwood A Marriage of Music and Fashion Queer and Punk Influence on Brands: Interview with Marvin Taylor Life Changes and Growth God Save the Planet: A Focus on Philanthropy Street Style Success and Subcultural Leadership What Will the Future Hold? Discussion Questions Expand Your Knowledge Further Exploration 5. A Designer of Branded Occasions: Vera Wang Vera Wang: Wedding Expert and Role Model Who Is Vera Wang? Vera Wang's Branding Story Fashioning Personal Brand Success: Interview with Amanda Buchanan Wang Builds Her Brand Name Vera Wang's Mass Merchandising The Career Continues Discussion Questions Expand Your Knowledge Further Exploration 6. The Branding of Masstige: The Gap, Inc. Gap History and the Sweat Wall New Fashion Gatekeeping: Individuals of Style and Everyone in Khaki Branding Mass Fashion and Off-Price Retail: Interview with Nancy Mair Into the Twenty-First-Century Groove Labor Controversy and Change Moving Forward Discussion Questions Expand Your Knowledge Further Exploration 7. Celebrity Collaborations and Philanthropy: MAC History of Estée Lauder Estée Lauder Today Branding Sneakers: Interview with Sean Williams Makeup Art Cosmetics: MAC Philanthropic Branding with a Twist: VIVA GLAM Celebrity Endorsement, Collaborations, and Genderless Boundaries Discussion Questions Expand Your Knowledge Further Exploration 8. Retro-Branding: Levi Strauss & Co. History of Levi Strauss & Co. Denim Overalls Become Blue Jeans Street Style Influence: Interview with Brent Luvaas Making Statements: 501 Jeans and Brand/Story Sales, Strategy, and a Return to Heritage Discussion Questions Expand Your Knowledge Further Exploration 9. Branding Affordable Eyecare: Warby Parker The Eyeglasses Market Luxottica Silhouette International and Viva International Marchon and Safilo Charmant, Marcolin, and De Rigo A Branding King of Retail Operations: Interview with Michael J. Edwards Doing Things Differently: Warby Parker Warby Parker Moving Forward with Vision Falling from B Corp Status COVID-19: Being There for Consumers Discussion Questions Expand Your Knowledge Further Exploration 10. Rebranding American Manufacturing: Shinola History of Shinola The Product Line and Education Watches Paper Journals: Edwards Brothers Malloy, Michigan Bicycles: Waterford Precision Cycles, Wisconsin Shinola Jewelry, Leather Goods, and Pet Accessories Sustainable Design and Branding: Interview with Chris Baeza Shinola Controversy "Bougie Crap" and Diversification Discussion Questions Expand Your Knowledge Further Exploration
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