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Bibframe Work

Title
Brand/story
Type
Text
Subject
Fashion merchandising.
Advertising--Fashion.
Branding (Marketing)
Advertising--Brand name products.
BUSINESS & ECONOMICS / Industries / Fashion & Textile Industry.
Language
English
Illustrative Content
illustrations
Classification
LCC: HD9940.A2 H36 2016 (Source: dlc)
DDC: 746.9/20688 full (Assigner: dlc)
BUS070090 (Source: bisacsh)
Identified By
Lccn: 2015036842
Content
text (Source: rdacontent)
Summary
"Brand/Story: Cases and Explorations in Fashion Branding, Second Edition examines how a retailer, manufacturer, or designer label uses storytelling to grab a consumer's interest. For consumers, branding tells the story and creates the identity for a product, a person, and a company. Using 10 case studies on such notable brands as Levis and Vivienne Westwood, 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.New to this edition: ~Features 7 new brands including LuluLemon, Warby Parker, MAC Cosmetics and Topshop/Topman ~Over 40 new color images including advertisements for Ralph Lauren, Vera Wang, and Dolce & Gabbana ~Updated interviews with industry professionals including Nancy Mair, General Merchandise Manager, Burlington Stores and Jill Walker-Roberts, President of Walker-Roberts Consulting"-- Provided by publisher.
"Brand/Story: Cases and Explorations in Fashion Branding, Second Edition examines how a retailer, manufacturer, or designer label uses storytelling to grab a consumer's interest. For consumers, branding tells the story and creates the identity for a product, a person, and a company. Using 10 case studies on such notable brands as Levis and Vivienne Westwood, 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"-- Provided by publisher.
Authorized Access Point
Hancock, Joseph, Brand/story