Global Fashion Brands

Joseph H. Hancock II is associate professor at Drexel University in the Department of Fashion, Product Design, and Merchandising. Gjoko Muratovski is head of the communication design department at the Auckland University of Technology in New Zealand and chairman of the Ideas International Design Week in Australia. Veronica Manlow is assistant professor of business at Brooklyn College. Anne Peirson-Smith is assistant professor in the Department of English at City University of Hong Kong.

Introduction Part I From the Editors Rebranding American men's heritage fashions through the use of visual merchandising, symbolic props and masculine iconic memes historically found in popular culture - Kevin Matthews, Joseph H. Hancock, II and Zhaohui Gu Producing and consuming American mythologies: Branding in mass market fashion firms - D. J. Huppatz and Veronica Manlow Co-branding strategies for luxury fashion brands: Missoni for Target - Edwina Luck, Gjoko Muratovski and Lauren Hedley Comme on down and Choos your shoes: A study of consumer responses to the use of guest fashion designers by H&M as a co-branded fashion marketing strategy - Anne Peirson-Smith Part II Brands, Style and Mass Market ModCloth: A case study in co-creative branding strategies - Kendra Lapolla Juicy (contradiction) couture: The Starburst Prom Gown and female teens' appropriation and emotional branding of a candy label - Tara Chittenden It's all inside: J.C. Penney and 'cut 'n' paste' as branding practice - Myles Ethan Lascity Effortless consumption: The 'Anthropologie' of a brand-focused online shopping community - Lauren Downing Peters and Anya Kurennaya Visible status: Couture and designer abayas - Christina Lindholm Part III Brands in the Luxury Market Managing an iconic old luxury brand in a new luxury economy: Herms handbags in the US market - Tasha L. Lewis and Brittany Haas Communicating brand image through fashion designers' homes, flagship stores and ready-to-wear collections - Osmud Rahman and Lauren Petroff Leveraging designer creativity for impact in luxury brand management: An in-depth case study of designers in the Louis Vuitton Met Hennessy (LVMH) brand portfolio - RayeCarol Cavender and Doris H. Kincade Narratives of Italian craftsmanship and the luxury fashion industry: Representations of Italianicity in discourses of production - Alice Dallabona Part IV Brands in Historical Context Do contemporary luxury brands adhere to historical paradigms of luxury? -Shaun Borstrock The 'age of enchantment', the 'age of anxiety': Fashion symbols and brand persona - Linda Matheson Louis XIV, 'Le marketing, c'est moi' - Ellen Anders