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Fashion Brand Stories

Fashion Brand Stories

by Joseph H. Hancock
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Book cover type: Paperback
  • ISBN13: 9781350135543
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Bloomsbury Visual Arts
  • Publisher Imprint: Bloomsbury Visual Arts
  • Publication Date:
  • Pages: 216
  • Original Price: GBP 31.99
  • Language: English
  • Edition: N/A
  • Item Weight: 454 grams
  • BISAC Subject(s): Fashion & Accessories, Industries / Fashion & Textile Industry, and Marketing / Research

Through ten detailed case studies on groundbreaking brands like Vivienne Westwood, Vera Wang, Levi's(R), 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

Joseph H. Hancock II is a professor at Drexel University, USA. He has worked in management, branding, merchandising, and leadership for landmark companies, including The Gap, The Limited Corporation, and Target Corporation. He is principal editor for the journal Fashion, Style & Popular Culture, and co-editor of The Fashion Business Reader (Bloomsbury Visual Arts, 2019).

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