Global Fashion Brands

Style, Luxury and History

Edited by Joseph H. Hancock II, Gjoko Muratovski, Veronica Manlow, and Anne Peirson-Smith

Edited by Joseph H. Hancock II, Gjoko Muratovski, Veronica Manlow, and Anne Peirson-Smith

Distributed for Intellect Ltd

295 pages | 50 color plates | 7 x 9
Paper $68.00 ISBN: 9781783203574 Published August 2014
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.

In this collection, the contributors explore the meaning behind fashion branding in the context of the contested power relations underpinning the production, marketing, and consumption of style and fashion as part of our global culture. 
Part I. 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
Kevin Matthews, Joseph H. Hancock, II and Zhaohui Gu
Producing and consuming American mythologies: Branding in mass market fashion firms
D. J. Huppatz and Veronica Manlow
Co-branding strategies for luxury fashion brands: Missoni for Target
Edwina Luck, Gjoko Muratovski and Lauren Hedley
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
Anne Peirson-Smith
Part II. Brands, Style and Mass Market
ModCloth: A case study in co-creative branding strategies
Kendra Lapolla
Juicy (contradiction) couture: The Starburst Prom Gown and female teens’ appropriation and emotional branding of a candy label
Tara Chittenden
It’s all inside: J.C. Penney and ‘cut ‘n’ paste’ as branding practice
Myles Ethan Lascity
Effortless consumption: The ‘Anthropologie’ of a brand-focused online shopping community
Lauren Downing Peters and Anya Kurennaya
Visible status: Couture and designer abayas
Christina Lindholm
Part III. Brands in the Luxury Market
Managing an iconic old luxury brand in a new luxury economy: Hermès handbags in the US market
Tasha L. Lewis and Brittany Haas
Communicating brand image through fashion designers’ homes, flagship stores and ready-to-wear collections
Osmud Rahman and Lauren Petroff
Leveraging designer creativity for impact in luxury brand management: An in-depth case study of designers in the Louis Vuitton Möet Hennessy (LVMH) brand portfolio
RayeCarol Cavender and Doris H. Kincade
Narratives of Italian craftsmanship and the luxury fashion industry: Representations of Italianicity in discourses of production
Alice Dallabona
Part IV. Brands in Historical Context
Do contemporary luxury brands adhere to historical paradigms of luxury?
Shaun Borstrock
The ‘age of enchantment’, the ‘age of anxiety’: Fashion symbols and brand persona
Linda Matheson
Louis XIV, ‘Le marketing, c’est moi’
Ellen Anders
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