Brand/Story

Cases and Explorations in Fashion Branding

Brand/Story

Cases and Explorations in Fashion Branding

Joseph H. Hancock II (Author)

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Paperback $150.00 Ebook (PDF) $134.99

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Description

Brand/Story: Cases and Explorations in Fashion Branding, Second Edition examines how a retailer, manufacturer, or designer label uses storytelling to grab a consumer's interest. For consumers, branding tells the story and creates the identity for a product, a person, and a company. Using 10 case studies on such notable brands as Levis and Vivienne Westwood, Brand/Story looks at what a fashion brand is about and why companies advertise the way they do. It enables the reader to think critically about branding-both the medium and the message-and not simply take advertisements and brands at face value.

New to this edition:
~Features 7 new brands including LuluLemon, Warby Parker, MAC Cosmetics and Topshop/Topman
~Over 40 new color images including advertisements for Ralph Lauren, Vera Wang, and Dolce & Gabbana
~Updated interviews with industry professionals including Nancy Mair, General Merchandise Manager, Burlington Stores and Jill Walker-Roberts, President of Walker-Roberts Consulting
~New Go Outside! exercises provide readers with scenarios in which they can apply what they learn to other brands they encounter
~Chapter objectives and discussion questions allow the reader to fully engage with the content

Instructor Resources:
~Instructor's Guide and Test Bank provide suggestions for planning the course and using the text in the classroom
~ PowerPoint presentations include images from the book and provide a framework for lecture and discussion

Foreword
Preface
1. Introduction: The Story Begins
2. Thinking Critically: A History and Conceptual Examination of Fashion Branding
3. The King of Lifestyle Merchandising: Ralph Lauren
4. Fantastically Sexy!: Dolce & Gabbana
5. The Empress of Fashion: Vera Wang
6. Rebel Yell: Dame Vivienne Westwood
7. All Races All Sexes All Genders: M.A.C.
8. The Retro-Branding of American Heritage: Levi Strauss & Co.
9. Eyes Beyond the Brand: Warby Parker
10. Quality, In the Nick of Time: Shinola
11. Bending Over Backwards: Lululemon Athletica
12. Cobranding Fashion for the Masses: Topshop/Topman
13. Conclusion: Fashioning Future Brands
Index

Product details

Published	01 May 2016
Format	Paperback
Edition	2nd
Extent	224
ISBN	9781501300028
Imprint	Fairchild Books
Illustrations	90 color illus
Dimensions	229 x 152 mm
Publisher	Bloomsbury Publishing

Author

Joseph H. Hancock II

Joseph H. Hancock II is a professor at Drexel Univ…

The strength of the book is the choice of brands and related exercises. This is really diverse and brings the topics together.

Linda Mackie, Southampton University, UK
I really like how the author brings in research from different researchers and what they found. He also ties that in well with advertisements that are well known. Students can then understand the research and how it applies to the ads they see or have seen if older ads.

Dawna Baugh, Brigham Young University, US
A very accessible and readable book, which employs a good mix of academic theory and storytelling. Useful questions and exercises are provided at the end of each chapter, which could help lecturers develop interesting assignments to enhance student learning.

Karen Cross, Robert Gordon University, UK
Overall, the book provides a helpful introduction to fashion-oriented branding and, though it privileges the reader most willing to move beyond the book and perform independent research, it provides ample food for thought for those interested in the past, present, and future of fashion branding.

Fashion, Society & Popular Culture