Book chapter
Conclusion: Fashioning Future Brands
Brand Story, pp 180-191
2016
Abstract
When asked about the future of fashion branding, one can cite Ecclesiastes 1:9 and 1:10 and the words of King Solomon: “What has been will be again, what has been done will be done again; there is nothing new under the sun,” and “Is there anything of which one can say, ‘Look! This is something new?’ It was here already, long ago; it was here before our time.” And while not being religious, I feel there are no truer words. After all, why say what has already been said before?
Fashion is cyclical in nature, and branding is no exception to the rule. For example, in Chapter Two we saw how celebrity endorsement was popular in the 1930s and then used again in the 2000s and that print advertising has never gone away, not even in the dawn of digital technology. Magazines still are made each day with new ads showing the latest trends. The Internet is no longer new and still is trying to increase consumer sales through various innovative strategies....
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Details
- Title
- Conclusion: Fashioning Future Brands
- Creators
- Joseph H Hancock - Drexel University
- Publication Details
- Brand Story, pp 180-191
- Publisher
- Bloomsbury Publishing Inc
- Edition
- 2nd
- Number of pages
- 10
- Resource Type
- Book chapter
- Language
- English
- Academic Unit
- Retail and Merchandising; Design
- Other Identifier
- 991019297102604721