Brand/Story: Ralph, Vera, Johnny, Billy, and Other Adventures in Fashion Branding

Brand/Story: Ralph, Vera, Johnny, Billy, and Other Adventures in Fashion Branding

by Joseph Hancock
     
 

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ISBN-10: 1563676222

ISBN-13: 9781563676222

Pub. Date: 06/22/2009

Publisher: Bloomsbury Academic

Brand/Story: Ralph, Vera, Johnny, Billy, and Other Adventures in Fashion Branding examines how a retailer, manufacturer, or designer label grabs an individual's interest. Fashion branding is not just about specific products. For consumers, branding tells the story and creates the identity for a product, a person, and a company. Brand/Story looks

Overview

Brand/Story: Ralph, Vera, Johnny, Billy, and Other Adventures in Fashion Branding examines how a retailer, manufacturer, or designer label grabs an individual's interest. Fashion branding is not just about specific products. For consumers, branding tells the story and creates the identity for a product, a person, and a company. 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.

Product Details

ISBN-13:
9781563676222
Publisher:
Bloomsbury Academic
Publication date:
06/22/2009
Edition description:
Older Edition
Pages:
240
Sales rank:
509,147
Product dimensions:
5.90(w) x 9.00(h) x 0.60(d)

Table of Contents

Contents:
Introduction
-- What is Fashion Branding? The Story Begins
Thinking Critically: A History of Fashion Brands and Culture
-- From Modern to Postmodern and Beyond
The History of a King: Ralph Lauren
- Lifestyle Merchandising
Mass Luxury Style: Dolce & Gabbana
-- Fantastically Sexy!!!
The Empress of Fashion: Vera Wang
-- From Fifth Avenue to Simply Vera In-Store Branding Concepts: Abercrombie & Fitch
-- From Safari Gear to Shirtless Hunks
Viral Fashion Branding: Johnny Cupcakes
-- Chasing Your Dreams!
A Great Idea from a New Designer: Dante Beatrix
-- It's All in the Graphics
Creating a Television Brand: Brini Maxwell
-- Now Why Didn't You Think of That?
Niche Fashion Branding: Ginch Gonch
-- Live Like a Kid
Treating People Right: billy blues
-- Hitting Below the Waist
The Future of Fashion Brands
-- Looking into the Crystal Ball

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