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 explor...

Fashion is all around us: we see it, we buy it, we read about it, but most people know little about fashion as a business. Veronica Manlow considers the broader signifi cance of fashion in society, the creative process of fashion design, and how fashion unfolds in an organizational context where design is conceived and executed. To get a true insider's perspective, she became an intern at fashion giant Tommy Hilfi ger. Th ere, she observed and recorded how a business's culture is built on ...

This collection of original essays interrogates disciplinary boundaries in fashion, gathering fashion studies research across disciplines and from around the globe.Fashion and clothing are part of material and visual culture, cultural memory, and heritage; they contribute to shaping the way people see themselves, interact, and consume. For each of the volume’s eight parts, scholars from across the world and a variety of disciplines offer analytical tools for further research. Never...

The idea of luxury has secured a place in contemporary western culture, and the term is now part of common parlance in both established and emerging economies. This book explores the many issues and debates surrounding the idea of luxury.This new research addresses contentious issues surrounding perceptions of luxury, its relationship to contemporary branding as created by the marketers, and the impact this has on the consumer and their purchasing habits.Crafting Luxury...