Toni Johnson-Woods

Vicki Karaminas

Joseph Hancock

Combines fashion theory with approaches from literature, art, advertising, music, media studies, material studies, and sociology to consider the function of fashion within popular culture in Europe, Australia, and the United States.

Literature, Media and Contemporary Studies

Fashion in Popular Culture

Brand/Story: Ralph, Vera, Johnny, Billy, and Other Adventures in Fashion Branding examines how a retailer, manufacturer, or designer label grabs an individual’s interest. Fashion branding is not just about specific products. For consumers, branding tells the story and creates the identity for a product, a person, and a company. 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.

Ralph, Vera, Johnny, Billy, and Other Adventures in Fashion Branding

Brand/Story

Gjoko Muratovski

Veronica Manlow

Anne Peirson-Smith

Fashion branding ismore than just advertising. It hasbeen definedas the cumulative image approach targetingcustomers with products, advertisingand promotions organized around a coherent image. It helps to encourage thepurchase and therepurchase ofconsumer goods from the same company. While historically, fashion branding hasprimarily focused on consumption and purchasing decisions, recent scholarshipnow challenges old methodssuggesting that branding is a process that needs tobe analysed from a stylistic, luxury and historical pop cultural view using critical, ethnographic, individualistic, or interpretive methods. In this book authors explorethe meaning behind fashion brandingin the contextof the contested powerrelations underpinning the production, marketing and consumption of style and fashion as part of our global culture. "

Style, Luxury & History

Global Fashion Brands

Fashion brands and the images they convey dictate much about what Americans think and feel about fashion and style. This book presents students and scholars with a better understanding of fashion branding through a dedicated examination of fashion and apparel in an applied, academic, and scholarly style.

Joseph Hancock

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