Book

Brand/story : cases and explorations in fashion branding

Hancock, Joseph, author

Overview

\"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\"-- Provided by publisher.

• Publisher: Fairchild Books, and imprint of Bloomsburg Publishing Inc
• Subject: Fashion merchandising. / Advertising Fashion. / Branding (Marketing) / Advertising Brand name products. / BUSINESS & ECONOMICS / Industries / Fashion & Textile Industry.
• ISBN: 9781501300028

Item info:

1 item available

1 item total in all locations

Holdings :

Call Number	Copies	Material	Location
HD9940.A2 H36 2016	1	BOOK	AUTOSTORE