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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 analysed 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.
Introduction
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