Fashion Branding Unraveled

(Paperback)

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Description

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, andmost importanttheir effects on the future of branding.

Reviews

Everyone has something to gain [from this book] ... It is a very accessible text ... I would highly recommend this text to be used for first year undergraduate students to help them get a better grasp of branding and how it relates specifically to the fashion industry * Matthew Kearney, University of Ulster *

Author Bio

Kaled K. Hameide is based at Montclair State College.