Global fashion brands : style, luxury & history / edited by Joseph H. Hancock II, Gjoko Muratovski, Veronica Manlow, Anne Pierson-Smith.
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 ne...
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| Other Authors: | , , , |
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| Format: | Book |
| Language: | English |
| Published: |
Bristol ; Chicago :
Intellect,
2014.
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| Subjects: |
| Summary: | 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. |
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| Physical Description: | xvi, 295 pages : illustrations, portraits ; 23 cm |
| Bibliography: | Includes bibliographical references. |
| ISBN: | 1783203579 9781783203574 |