Global fashion brands : style, luxury & history / edited by Joseph H. Hancock II, Gjoko Muratovski, Veronica Manlow, Anne Pierson-Smith.

Includes bibliographical references.

Part I. From the Editors -- Rebranding American men's heritage fashions through the use of visual merchandising, symbolic props and masculine iconic memes historically found in popular culture / Zhaohui Gu -- Producing and consuming American mythologies: Branding in mass market fashion firms / Veronica Manlow -- Co-branding strategies for luxury fashion brands: Missoni for Target / Lauren Hedley -- Comme on down and Choos your shoes: A study of consumer responses to the use of guest fashion designers by H&M as a co-branded fashion marketing strategy / Anne Peirson-Smith -- -- Part II. Brands, Style and Mass Market -- ModCloth: A case study in co-creative branding strategies / Kendra Lapolla -- Juicy (contradiction) couture: The Starburst Prom Gown and female teens' appropriation and emotional branding of a candy label / Tara Chittenden -- It's all inside: J.C. Penney and `cut `n' paste' as branding practice / Myles Ethan Lascity -- Effortless consumption: The `Anthropologie' of a brand-focused online shopping community / Anya Kurennaya -- Visible status: Couture and designer abayas / Christina Lindholm -- -- Part III. Brands in the Luxury Market -- Managing an iconic old luxury brand in a new luxury economy: Hermes handbags in the US market / Brittany Haas -- Communicating brand image through fashion designers' homes, flagship stores and ready-to-wear collections / Lauren Petroff -- Leveraging designer creativity for impact in luxury brand management: An in-depth case study of designers in the Louis Vuitton Moet Hennessy (LVMH) brand portfolio / Doris H. Kincade -- Narratives of Italian craftsmanship and the luxury fashion industry: Representations of Italianicity in discourses of production / Alice Dallabona -- -- Part IV. Brands in Historical Context -- Do contemporary luxury brands adhere to historical paradigms of luxury? / Shaun Borstrock -- The `age of enchantment', the `age of anxiety': Fashion symbols and brand persona / Linda Matheson.

Fashion branding is more than just advertising. It helps to encourage the purchase and repurchase of consumer goods from the same company. While historically fashion branding has primarily focused on consumption and purchasing decisions, recent scholarship suggests that branding is a process that needs to be analyzed from a style, luxury, and historical pop cultural view using critical, ethnographic, individualistic, or interpretive methods. This collection explores the meaning behind fashion branding in the context of the contested power relations underpinning the production, marketing, and consumption of global style and fashion.