Brand/Story: Ralph, Vera, Johnny, Billy, and Other Adventures in Fashion Branding » (New Edition)

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. It will include the history of fashion brands, the culture of fashion brands, chapters devoted to specific fashion brands, and the future of fashion brands. One of the author’s goals of this text was not to place judgment on the fashion brands presented, but let you moderate for yourself. While, there are opinions about certain brands, you will have one too. And that is great! All the fashion companies, interviewees, and editors who participated in the writing of this book encourage the readers to visit websites, sign-up for their mailing lists and of course visit stores. "Go outside!"

Introduction
• What is Fashion Branding? The Story Begins
Thinking Critically: A History of Fashion Brands and Culture
• From Modern to Postmodern and Beyond
The History of a King: Ralph Lauren
• Lifestyle Merchandising
Mass Luxury Style: Dolce & Gabbana
• Fantastically Sexy!!!
The Empress of Fashion: Vera Wang
• From Fifth Avenue to Simply Vera
In-Store Branding Concepts: Abercrombie & Fitch
• From Safari Gear to Shirtless Hunks
Viral Fashion Branding: Johnny Cupcakes
• Chasing Your Dreams!
A Great Idea from a New Designer: Dante Beatrix
• It’s All in the Graphics
Creating a Television Brand: Brini Maxwell
• Now Why Didn’t You Think of That?
Niche Fashion Branding: Ginch Gonch
• Live Like a Kid
Treating People Right: billy blues
• Hitting Below the Waist
The Future of Fashion Brands
• Looking into the Crystal Ball