Fashion Branding Unraveled introduces and explains the concept of brand and the process of brand development. The book clarifies misconceptions, introduces new concepts, and proposes a step-by-step roadmap for developing an effective brand, all within the context of the fashion industry. Using an easy-to-understand approach, relevant examples, and case studies, it applies the theories and concepts covered, such as mass customization and M-branding, to a variety of industry segments, from luxury brands to private labels. The book includes an examination of the latest technologies, their applications, and-most important-their effects on the future of branding.
1. The Brand and Branding Defining the Brand The Branding Process Phase One: The Brand Decision and Positioning The Branding Process Phase Two: Communicating, Launching and Evaluating the Brand 2. The Fashion Brand Luxury Fashion Brands Mass-Market Fashion Brands, Premium Brands, and Private Labels Retail Brands 3. The Future of Fashion Branding iBrand: The Age of the Interactive, Wireless, and Virtual Brands Redesiging the Brand
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