Global fashion brands :  style, luxury & history / 
edited by Joseph H. Hancock II, Gjoko Muratovski, Veronica Manlow, Anne Pierson-Smith. 
 - xvi, 295 pages :  illustrations, portraits ;  23 cm 
<br/><br/>Includes bibliographical references. 
<br/><br/> 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 /  Producing and consuming American mythologies: Branding in mass market fashion firms /  Co-branding strategies for luxury fashion brands: Missoni for Target /  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 /  Brands, Style and Mass Market --  ModCloth: A case study in co-creative branding strategies /  Juicy (contradiction) couture: The Starburst Prom Gown and female teens' appropriation and emotional branding of a candy label /  It's all inside: J.C. Penney and `cut `n' paste' as branding practice /  Effortless consumption: The `Anthropologie' of a brand-focused online shopping community /  Visible status: Couture and designer abayas /  Brands in the Luxury Market --  Managing an iconic old luxury brand in a new luxury economy: Hermes handbags in the US market /  Communicating brand image through fashion designers' homes, flagship stores and ready-to-wear collections /  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 /  Narratives of Italian craftsmanship and the luxury fashion industry: Representations of Italianicity in discourses of production /  Brands in Historical Context --  Do contemporary luxury brands adhere to historical paradigms of luxury? /  The `age of enchantment', the `age of anxiety': Fashion symbols and brand persona /  Zhaohui Gu --  Veronica Manlow --  Lauren Hedley --  Anne Peirson-Smith -- --  Kendra Lapolla --  Tara Chittenden --  Myles Ethan Lascity --  Anya Kurennaya --  Christina Lindholm -- --  Brittany Haas --  Lauren Petroff --  Doris H. Kincade --  Alice Dallabona -- --  Shaun Borstrock --  Linda Matheson.  Part I.  Part II.  Part III.  Part IV. 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>1783203579 9781783203574 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Branding (Marketing)<br/>Brand name products.<br/>Brand name products--History<br/>Fashion merchandising.<br/>Fashion--History<br/>Luxury goods industry--Management
<br/><br/><label>LC Class. No.: </label>HF5415.1255  / .G56 2014 
<br/><br/><label>Dewey Class. No.: </label>658.827