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Beginning with an overview of the concept of branding and the dynamics of the branding process, this book presents a complete perspective of fashion branding. It explores the application of concepts to the different categories of the fashion brand, such as The Luxury Brand and Private Labels, and will look at specific branding strategies related to the fashion industry as practiced today. The author emphasises understanding technologies that are relevant to the fashion industry and investigates how these technologies may change and challenge many of the conventional concepts. The book highlights new concepts together with the challenges and opportunities they bring, and concludes with a look at the future of fashion branding in the twenty-first century. Features - Covers brands, appropriate strategies, innovations in technology and future consumer projections - Examines concepts such as "mass customisation" and "M-branding" and their influence on retail branding - Examines major features and characteristics of the fashion industry by highlighting its segments, customers, strategies, as well as current and future trends - Balances a mix of theory and analysis and introduces new concepts to encourage the student to participate, research and think critically - Includes definitions, bold terms, mini case-studies, discussion and review questions Instructor's Resources - Instructor's Guide provides suggestions for planning the course and using the text in the classroom - PowerPointŪ Presentation provides a framework for classroom lectures and discussions for each chapter; compatible with PC and Mac platforms
Kaled K. Hameide is based at Montclair State College.
Table of Contents
1. The Brand and Branding Defining the Brand The Branding Process Phase One: The Brand Decision and Positioning The Branding Process Phase Two: Communicating, Launching and Evaluating the Brand 2. The Fashion Brand Luxury Fashion Brands Mass-Market Fashion Brands, Premium Brands, and Private Labels Retail Brands 3. The Future of Fashion Branding iBrand: The Age of the Interactive, Wireless, and Virtual Brands Redesiging the Brand