Brand/story cases and explorations in fashion branding
"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...
| Otros Autores: | |
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| Formato: | Libro |
| Idioma: | Inglés |
| Publicado: |
New York [etc.] :
Bloomsbury
2016
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| Edición: | 2th ed |
| Materias: | |
| Ver en Universidad de Navarra: | https://unika.unav.edu/discovery/fulldisplay?docid=alma991002009519708016&context=L&vid=34UNAV_INST:VU1&search_scope=34UNAV_TODO&tab=34UNAV_TODO&lang=es |
| Sumario: | "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"-- |
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| Notas: | 1ª ed. en 2009 En la port.: Fairchild Books, an imprint of Bloomsbury Publishing Inc |
| Descripción Física: | XIX, 206 p. : il. col. y n. ; 23 cm |
| Bibliografía: | Incluye referencias bibliográficas (p. 192-199) e índice |
| ISBN: | 9781501300028 9781501300035 |
