Fashion branding is more than just advertising. It has been defined as the cumulative image approach targeting customers with products, advertising and promotions organized around a coherent image. It helps to encourage the purchase and the repurchase of consumer goods from the same company. While historically, fashion branding has primarily focused on consumption and purchasing decisions, recent scholarship now challenges old methods suggesting that branding is a process that needs to be analysed from a stylistic, luxury and historical pop cultural view using critical, ethnographic, individualistic, or interpretive methods. In this book authors explore the meaning behind fashion branding in the context of the contested power relations underpinning the production, marketing and consumption of style and fashion as part of our global culture.

Publisher: Intellect

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Volume 1, Number 1, 1 March 2014

all issues


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Global fashion brands: Style, luxury and history
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Producing and consuming American mythologies: Branding in mass market fashion firms
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Co-branding strategies for luxury fashion brands: Missoni for Target
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Effortless consumption: The ‘Anthropologie’ of a brand-focused online shopping community
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Visible status: Couture and designer abayas
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Louis XIV, ‘Le marketing, c’est moi’
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