Book chapter
Chapter 11: A brand/story conceptual framework for understanding mass fashion
The Brand Challenge: Adapting Branding to Sectorial Imperatives
Kogan Page Ltd
01 Jan 2015
Abstract
A&F's use of a retail store as the place where the customer can see the product, hear music and smell the brand's Fierce cologne that the retailer sells, allows him or her to become part of an emotional shopping experience enveloping them into A&F's brand/story. How's that for a great brand/story?! The next time you go shopping for a fashion item, remember that fashion branding is not a trend, it will continue to communicate through methods of storytelling - print media, in-store environments, the internet, mobile devices, and even through sales associates and their own customers.
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Details
- Title
- Chapter 11: A brand/story conceptual framework for understanding mass fashion
- Creators
- Joseph Hancock
- Publication Details
- The Brand Challenge: Adapting Branding to Sectorial Imperatives
- Publisher
- Kogan Page Ltd; London
- Number of pages
- 360
- Resource Type
- Book chapter
- Language
- English
- Academic Unit
- Retail and Merchandising
- Identifiers
- 991019296565604721