Fashion Branding Unraveled

Fashion Branding Unraveled, Second Edition explains 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. Essential concepts such as positioning, values, relevance, identity, and brand valuation are closely examined. Throughout the book, discussions are supported by real-life examples and industry-based case studies. In the Second Edition there are three new chapters focusing on eCommerce, fashion and technology, and ethics in the fashion industry. STUDIO Features Include: -Self-assessment quizzes to test yourself on key principles -Flashcards to study vocabulary Instructors Resources -Instructor’s Guide provides suggestions for planning the course and using the text in the classroom, supplemental assignments, and lecture notes -PowerPoint® presentations include images from the book and provide a framework for lecture and discussion