Fashion Brand Stories

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>

About the author

Joseph H. Hancock II is a professor at Drexel University, USA, in the department of design. He has worked in management, branding, merchandising, and leadership for landmark companies, including The Gap, The Limited Corporation, and Target Corporation. He is the principal editor for the journal Fashion, Style & Popular Culture.

Product details

• Authors: Joseph H Hancock, Joseph H. Hancock, Hancock Joseph H.
• Publisher: Bloomsbury Academic
• Languages: English
• Product format: Paperback / Softback
• Released: 31.10.2022
• EAN: 9781350135543
• ISBN: 978-1-350-13554-3
• No. of pages: 216
• Dimensions: 156 mm x 232 mm x 16 mm
• Subjects: Humanities, art, music > Art > Interior design, design; BUSINESS & ECONOMICS / Marketing / Research, Sales & marketing management, Fashion & society, Fashion & beauty industries, History of fashion, Fashion and beauty industries, Brands and branding