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Fashion brand stories / Joseph H. Hancock, II.

By: Material type: TextTextLanguage: English Publisher: London : Bloomsbury Visual Arts, 2022Edition: Third editionDescription: 216 pagesISBN:
  • 9781350135543
Subject(s): LOC classification:
  • HD9940.A2 H36 2022eb
Contents:
Once Upon a Time: Brand/Story — Fashion and Popular Culture — What Is Fashion Versus Style? — What Is Fashion Branding? — Public Relations Branding — Fashion Branding and Storytelling — The Goals of this Book — Moving Beyond Fashion Brand Stories — Discussion Questions — Expand Your Knowledge — Further Exploration — 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 — Cultural Branding Theories — Storytelling and Success Brands — Lifestyle Merchandising and Emotional Meanings — Scouting Future Fashion and Patterns — Shifting Views and Consumers Speaking Out — Discussion Questions — Expand Your Knowledge — Further Exploration — Democratization of Merchandising: Ralph Lauren — History of a Merchandiser — The Polo Line — Films and Fragrance — Redefining the Lifestyle and Going Global — Luxury Branding — 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 — Rebel Brand Style: Vivienne Westwood — A Marriage of Music and Fashion — Queer and Punk Influence on Brands — 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 — 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 — Wang Builds Her Brand Name — Vera Wang's Mass Merchandising — The Career Continues — Discussion Questions — Expand Your Knowledge — Further Exploration — 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 — Into the Twenty-First-Century Groove — Labor Controversy and Change — Moving Forward — Discussion Questions — Expand Your Knowledge — Further Exploration — Celebrity Collaborations and Philanthropy: MAC — History of Estée Lauder — Estée Lauder Today — Branding Sneakers — Makeup Art Cosmetics: MAC — Philanthropic Branding with a Twist: VIVA GLAM — Celebrity Endorsement, Collaborations, and Genderless Boundaries — Discussion Questions — Expand Your Knowledge — Further Exploration — Retro-Branding: Levi Strauss & Co. — History of Levi Strauss & Co. — Denim Overalls Become Blue Jeans — Street Style Influence — Making Statements: 501 Jeans and Brand/Story — Sales, Strategy, and a Return to Heritage — Discussion Questions — Expand Your Knowledge — Further Exploration — 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 — 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 — 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 — Shinola Controversy — “Bougie Crap” and Diversification — Discussion Questions — Expand Your Knowledge — Further Exploration
Summary: 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.

Once Upon a Time: Brand/Story —
Fashion and Popular Culture —
What Is Fashion Versus Style? —
What Is Fashion Branding? —
Public Relations Branding —
Fashion Branding and Storytelling —
The Goals of this Book —
Moving Beyond Fashion Brand Stories —
Discussion Questions —
Expand Your Knowledge —
Further Exploration —

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 —
Cultural Branding Theories —
Storytelling and Success Brands —
Lifestyle Merchandising and Emotional Meanings —
Scouting Future Fashion and Patterns —
Shifting Views and Consumers Speaking Out —
Discussion Questions —
Expand Your Knowledge —
Further Exploration —

Democratization of Merchandising: Ralph Lauren —
History of a Merchandiser —
The Polo Line —
Films and Fragrance —
Redefining the Lifestyle and Going Global —
Luxury Branding —
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 —

Rebel Brand Style: Vivienne Westwood —
A Marriage of Music and Fashion —
Queer and Punk Influence on Brands —
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 —

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 —
Wang Builds Her Brand Name —
Vera Wang's Mass Merchandising —
The Career Continues —
Discussion Questions —
Expand Your Knowledge —
Further Exploration —

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 —
Into the Twenty-First-Century Groove —
Labor Controversy and Change —
Moving Forward —
Discussion Questions —
Expand Your Knowledge —
Further Exploration —

Celebrity Collaborations and Philanthropy: MAC —
History of Estée Lauder —
Estée Lauder Today —
Branding Sneakers —
Makeup Art Cosmetics: MAC —
Philanthropic Branding with a Twist: VIVA GLAM —
Celebrity Endorsement, Collaborations, and Genderless Boundaries —
Discussion Questions —
Expand Your Knowledge —
Further Exploration —

Retro-Branding: Levi Strauss & Co. —
History of Levi Strauss & Co. —
Denim Overalls Become Blue Jeans —
Street Style Influence —
Making Statements: 501 Jeans and Brand/Story —
Sales, Strategy, and a Return to Heritage —
Discussion Questions —
Expand Your Knowledge —
Further Exploration —

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 —
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 —

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 —
Shinola Controversy —
“Bougie Crap” and Diversification —
Discussion Questions —
Expand Your Knowledge —
Further Exploration

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.

Online resource; title from PDF title page (N$T, viewed February 10, 2023).

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