Global fashion brands style, luxury & history (Book, 2014) []
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Global fashion brands style, luxury & history

Global fashion brands style, luxury & history

Author: Joseph Hancock; Gjoko Muratovski
Publisher: Bristol, UK [u.a.] Intellect 2014
Edition/Format:   Print book : EnglishView all editions and formats
Fashion branding is more than just advertising. It helps to encourage the purchase and repurchase of consumer goods from the same company. While historically fashion branding has primarily focused on consumption and purchasing decisions, recent scholarship suggests that branding is a process that needs to be analyzed from a style, luxury, and historical pop cultural view using critical, ethnographic,  Read more...

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Genre/Form: Aufsatzsammlung
Document Type: Book
All Authors / Contributors: Joseph Hancock; Gjoko Muratovski
ISBN: 9781783203574 1783203579
OCLC Number: 935798525
Description: XVI, 295 S. Ill., graph. Darst.
Contents: IntroductionPart IFrom the Editors Rebranding American men's heritage fashions through the use of visual merchandising, symbolic props and masculine iconic memes historically found in popular culture - Kevin Matthews, Joseph H. Hancock, II and Zhaohui GuProducing and consuming American mythologies: Branding in mass market fashion firms - D. J. Huppatz and Veronica ManlowCo-branding strategies for luxury fashion brands: Missoni for Target - Edwina Luck, Gjoko Muratovski and Lauren HedleyComme on down and Choos your shoes: A study of consumer responses to the use of guest fashion designers by H&M as a co-branded fashion marketing strategy - Anne Peirson-SmithPart IIBrands, Style and Mass Market ModCloth: A case study in co-creative branding strategies - Kendra LapollaJuicy (contradiction) couture: The Starburst Prom Gown and female teens' appropriation and emotional branding of a candy label - Tara ChittendenIt's all inside: J.C. Penney and 'cut 'n' paste' as branding practice - Myles Ethan LascityEffortless consumption: The 'Anthropologie' of a brand-focused online shopping community - Lauren Downing Peters and Anya KurennayaVisible status: Couture and designer abayas - Christina LindholmPart IIIBrands in the Luxury MarketManaging an iconic old luxury brand in a new luxury economy: Hermes handbags in the US market - Tasha L. Lewis and Brittany HaasCommunicating brand image through fashion designers' homes, flagship stores and ready-to-wear collections - Osmud Rahman and Lauren PetroffLeveraging designer creativity for impact in luxury brand management: An in-depth case study of designers in the Louis Vuitton Moeet Hennessy (LVMH) brand portfolio - RayeCarol Cavender and Doris H. KincadeNarratives of Italian craftsmanship and the luxury fashion industry: Representations of Italianicity in discourses of production - Alice DallabonaPart IVBrands in Historical ContextDo contemporary luxury brands adhere to historical paradigms of luxury? -Shaun BorstrockThe 'age of enchantment', the 'age of anxiety': Fashion symbols and brand persona - Linda MathesonLouis XIV, 'Le marketing, c'est moi' - Ellen Anders
Responsibility: ed. by Joseph H. Hancock II, Gjoko Muratovski ...


Fashion branding is a process that needs to be analysed from a style, luxury and historical pop cultural view using critical, ethnographic, individualistic or interpretive methods. Contributors  Read more...


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