Originally published under title: Brand/story, 2009. Includes bibliographical references and index.
Contents:
1. Once Upon a Time: Brand/Story -- 2. The Past, Present, and Future: A Conceptual Overview -- 3. Democratization of Merchandising: Ralph Lauren -- 4. Rebel Brand Style: Vivienne Westwood -- 5. A Designer of Branded Occasions: Vera Wang -- 6. The Branding of Masstige: The Gap, Inc. -- 7. Celebrity Collaborations and Philanthropy: MAC -- 8. Retro-Branding: Levi Strauss & Co. -- 9. Branding Affordable Eyecare: Warby Parker -- 10. Rebranding American Manufacturing: Shinola
Summary:
"Through ten detailed case studies on groundbreaking brands like Levi's, Tiffany's and Urban Outfitters, Fashion Brand Stories explores how fashion retailers and designers use storytelling to establish and maintain relationships with their customers. These entertaining case studies explore the evolution of each brand as a cultural entity with its own carefully crafted personality, exploring topics like sustainability, social responsibility and the influence of social media. Aided by interviews with industry professionals, you'll learn how brands start out, grow and encounter success or failure and how to apply those hard-won lessons to your own campaigns. This 3rd edition includes four new case studies, exploring fast fashion through Urban Outfitters, luxury consignment branding with The Real Real, semiotics with Tiffany's and their 'blue box' and branding the outdoors with The North Face"-- Provided by publisher.
This resource is supported by the Institute of Museum and Library Services under the provisions of the Library Services and Technology Act as administered by State Library of Iowa.