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Description
Fashion Branding Unraveled, Second Edition explains the process of brand development. The book clarifies misconceptions, introduces new concepts, and proposes a step-by-step roadmap for developing an effective brand, all within the context of the fashion industry. Essential concepts such as positioning, values, relevance, identity, and brand valuation are closely examined. Throughout the book, discussions are supported by real-life examples and industry-based case studies. The Second Edition's table of contents has been revised for a concise but comprehensive understanding of eCommerce, fashion and sustainability, technology, AI, and ethics in the fashion industry.
STUDIO Features Include:
-Self-assessment quizzes to test yourself on key principles
-Flashcards to study vocabulary
Instructors Resources
-Instructor's Guide provides suggestions for planning the course and using the text in the classroom, supplemental assignments, and lecture notes
-PowerPoint® presentations include images from the book and provide a framework for lecture and discussion
Table of Contents
Acknowledgments
PART 1- UNDERSTANDING THE BRAND
Chapter 1: The Brand
Chapter 2: The Branding Process Phase One: The Brand Decision and Positioning
Chapter 3: The Branding Process Phase Two: Communicating, Launching, and Evaluating the Brand
PART 2- THE FASHION BRAND
Chapter 4: Luxury Fashion Brands
Chapter 5: Mass-Market Fashion Brands
Chapter 6: Retail Brands
PART 3- iBRAND: FASHION BRANDING AND TECHNOLOGY
Chapter 7: The Fashion Brand, Artificial Intelligence (AI), and Its Applications
Glossary
Index
Product details
| Published | Dec 10 2026 |
|---|---|
| Format | Paperback |
| Edition | 2nd |
| Pages | 256 |
| ISBN | 9781501374494 |
| Imprint | Fairchild Books |
| Illustrations | 160 colour illus |
| Dimensions | 280 x 215 mm |
| Publisher | Bloomsbury Publishing |
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