Brand/story : cases and explorations in fashion branding / Joseph H. Hancock, II.
"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...
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| Main Author: | |
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| Format: | Book |
| Language: | English |
| Published: |
New York : Fairchild Books, an imprint of Bloomsburg Publishing Inc.,
Bloomsbury ;
2016.
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| Edition: | Second edition. |
| Subjects: |
| Summary: | "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"-- "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"-- |
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| Physical Description: | xix, 206 pages : color illustrations ; 23 cm. |
| Bibliography: | Includes bibliographical references (pages 192-199) and index. |
| ISBN: | 9781501300028 1501300024 |