Brand/Story Ralph, Vera, Johnny, Billy, and Other Adventures in Fashion Branding

by Hancock, Joseph H.

• ISBN13: 9781563676222
• ISBN10: 1563676222
• Format: Paperback
• Copyright: 2009-06-23
• Publisher: Fairchild Books

Summary

Fashion brands and the images they convey dictate much about what Americans think and feel about fashion and style. This book presents students and scholars with a better understanding of fashion branding through a dedicated examination of fashion and apparel in an applied, academic, and scholarly style. It will include the history of fashion brands, the culture of fashion brands, chapters devoted to specific fashion brands, and the future of fashion brands. One of the author's goals of this text was not to place judgment on the fashion brands presented, but let you moderate for yourself. While, there are opinions about certain brands, you will have one too. And that is great! All the fashion companies, interviewees, and editors who participated in the writing of this book encourage the readers to visit websites, sign-up for their mailing lists and of course visit stores. "Go outside!" Features: -- Interviews with established fashion branding leaders, as well as "up and coming" individuals -- Coverage of "high" and "trendy" fashion brands like Johnny Cupcakes, Dante Beatrix, billy blues will appeal to student interest -- Illustrated with art from designers, retailers, and manufacturers covered in the text -- Instructor's Guide includes suggested projects and pertinent news items

Author Biography

Joseph Hancock is an assistant professor at Drexel University.

Table of Contents

Introduction

What is Fashion Branding? The Story Begins

Thinking Critically: A History of Fashion Brands and Culture

From Modern to Postmodern and Beyond

The History of a King: Ralph Lauren

Lifestyle Merchandising

Mass Luxury Style: Dolce & Gabbana

Fantastically Sexy!!!

The Empress of Fashion: Vera Wang

From Fifth Avenue to Simply Vera In-Store Branding Concepts: Abercrombie & Fitch

From Safari Gear to Shirtless Hunks

Viral Fashion Branding: Johnny Cupcakes

Chasing Your Dreams!

A Great Idea from a New Designer: Dante Beatrix

It's All in the Graphics

Creating a Television Brand: Brini Maxwell

Now Why Didn't You Think of That?

Niche Fashion Branding: Ginch Gonch

Live Like a Kid

Treating People Right: billy blues

Hitting Below the Waist

The Future of Fashion Brands

Looking into the Crystal Ball

Table of Contents provided by Publisher. All Rights Reserved.