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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, brandin

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

Everywhere we look, people are using fashion to communicate self and society—who they are, and where they belong. Transglobal Fashion Narratives presents an international, interdisciplinary analysis o

This book brings together contributors from a wide range of disciplines to explore the importance of cotton as a major resource for US fashion businesses. Rooted in a lengthy investigative research pr

When we open our closet doors each morning, we seldom consider what our sartorial choices say, whether we tend toward jeans and a well-worn concert t-shirt or wingtips and a three-piece suit. Yet, how

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