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Brand/Story (2nd Edition)

Cases and Explorations in Fashion Branding


  • Bloomsbury Academic
  • by Joseph H. Hancock
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.

ISBN 9781501300028 | E | PB
€91,50
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Publisher Bloomsbury Academic
ISBN 9781501300028
Author(s) Joseph H. Hancock
Publication date March 2016
Edition Paperback
Dimensions 229 x 152 mm
Illustrations 90 col.ill.
Pages 240
Language(s) Eng. ed.
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

Brand/Story (2nd Edition)

Brand/Story (2nd Edition)

€91.50