Journal article
Rebranding American men's heritage fashions through the use of visual merchandising, symbolic props and masculine iconic memes historically found in popular culture
Critical studies in men's fashion, v 1(1), pp 39-58
01 Oct 2013
Abstract
This article takes a critical examination of how merchandising inspired by popular culture communicates various notions of history, and in this case, to display and sell heritage fashion lines. In specific retail locations popular and historically cultural-influenced visual displays and aesthetic merchandising strategies are studied to ascertain and interpret the importance of visual display as one vehicle of fashion branding. A careful interpretive analysis, determines that retailers associate cultural-influenced thematic props and icons reflective of America culture to sell men's mass-fashion garments and give them an aura of authenticity and American heritage. These displays and the branding stories convey conceptual (pop) cultural masculine icons or noted historical memes of US historical masculine imagery that include such male icons as the rebel, the cowboy, the Ivy Leaguer, jocks and blue-collar workers, revealing how these worn styles have infused into American culture and men's mass fashion as contemporary street style.
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Details
- Title
- Rebranding American men's heritage fashions through the use of visual merchandising, symbolic props and masculine iconic memes historically found in popular culture
- Creators
- Kevin Matthews - Drexel Univ, Hist, Custom Design Major Programme Global Fash Ind, Philadelphia, PA 19104 USAJoseph H. Hancock - Drexel UniversityZhaohui Gu - Xian Polytech Univ, Xian, Shaanxi, Peoples R China
- Publication Details
- Critical studies in men's fashion, v 1(1), pp 39-58
- Publisher
- Intellect Ltd
- Number of pages
- 20
- Grant note
- Drexel University's Honors College Custom Design Major Program Coordinator Kevin Egan Antoinette Westphal College of Media Arts and Design Design and Merchandising programme Drexel University's Steinbright Coop Center
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Retail and Merchandising
- Web of Science ID
- WOS:000453115000004
- Other Identifier
- 991019168250804721
InCites Highlights
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- Collaboration types
- Domestic collaboration
- International collaboration
- Web of Science research areas
- Humanities, Multidisciplinary