Brand/Story: Ralph, Vera, Johnny, Billy, and Other Adventures in Fashion Branding examines how a retailer, manufacturer, or designer label grabs an individual's interest. Fashion branding is not just about specific products. For consumers, branding tells the story and creates the identity for a product, a person, and a company. 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.
Chapters devoted to examination of fashion brands highlighting established brands such as Ralph Lauren as well as up-and-coming ones like Johnny Cupcakes
Interviews with fashion branding leaders including Jennifer Lea Cohan, president of Savory Public Relations in Philadelphia, and Jill Walker-Roberts, president of Walker-Roberts Consulting, a trendforecasting company
Discussion questions and exercises enhancing the chapters' material
Introduction: What Is Fashion Branding?
Thinking Critically: A History of Fashion Brands and Culture
The History of a King: Ralph Lauren
Mass Luxury Style: Dolce & Gabbana
The Empress of Fashion: Vera Wang
In-Store Branding Concepts: Abercrombie & Fitch
Viral Fashion Branding: Johnny Cupcakes
A Great Idea from a New Designer: Dante Beatrix
Creating a Television Brand: Brini Maxwell
Niche Fashion Branding: Ginch Gonch
Treating People Right: Billy Blues
Conclusion: The Future of Fashion Brands
Instructors and Students:
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Joseph H. Hancock
, II, PhD, is an Associate Professor at Drexel University in the Department of Fashion, Design and Merchandising. He has 20 years of retailing experience, having worked for Gap Inc; Limited Brands, Inc.; and Target Corporation. Earning his PhD from The Ohio State University, Hancock focused his research in the areas of fashion branding, contemporary mass fashion, and popular culture. Currently, serving on the editorial board of the Journal of American Culture, he is the area chair for Fashion, Appearance and Consumer Identity for the Popular Culture Association/American Culture Association and is recipient of the 2009 Felicia F. Campbell Award. He is a member of International Textile and Apparel Association (ITAA), Costume Society of America (CSA), the Popular Culture/American Culture Associations (PCA/ACA), the Popular Culture Association of Australia and New Zealand (POPCAANZ), and the Northeastern Popular Culture Association.