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

Foreword
Preface
1. Introduction: The Story Begins
2. Thinking Critically: A History and Conceptual Examination of Fashion Branding
3. The King of Lifestyle Merchandising: Ralph Lauren
4. Fantastically Sexy! Dolce & Gabbana
5. The Empress of Fashion: Vera Wang
6. Rebel Yell: Dame Vivienne Westwood
7. All Races All Sexes All Genders: M.A.C. Cosmetics
8. The Retro-Branding of American Heritage: Levis Strauss & Co.
9. Eyes Beyond the Brand: Warby Parker
10. Quality – Just in the Nick of Time: Shinola
11. Bending Over Backwards: Lululemon Athletica
12. Co-Branding Fashion for the Masses: Topshop/Topman
13. Conclusion: Fashioning Future Brands
Index