'Fashion Branding Unraveled' introduces and explains the concept of brand and the process of brand development. The work 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 text includes an examination of the latest technologies, their applications, and-most important-their effects on the future of branding.
Longlisted for the FT/McKinsey Business Book of the Year Award A groundbreaking chronicle of the birth--and death--of a pair of jeans, that exposes the fractures in our global supply chains, and our relationships to each other, ourselves, and the planet Take a look at your favorite pair of jeans. Maybe you bought them on Amazon or the Gap; maybe the tag says "Made in Bangladesh" or "Made in Sri Lanka." But do you know where they really came from, how many thousands of miles they crossed, or the number of hands who picked, spun, wove, dyed, packaged, shipped, and sold them to get to you? The fashion industry operates with radical opacity, and it's only getting worse to disguise countless environmental and labor abuses. It epitomizes the ravages inherent in the global economy, and all in the name of ensuring that we keep buying more while thinking less about its real cost. In Unraveled, entrepreneur, researcher, and advocate Maxine Bédat follows the life of an American icon--a pair of jeans--to reveal what really happens to give us our clothes. We visit a Texas cotton farm figuring out how to thrive without relying on fertilizers that poison the earth. Inside dyeing and weaving factories in China, where chemicals that are banned in the West slosh on factory floors and drain into waterways used to irrigate local family farms. Sewing floors in Bangladesh and Sri Lanka are crammed with women working for illegally low wages to produce garments as efficiently as machines. Back in America, our jeans get stowed, picked, and shipped out by Amazon warehouse workers pressed to be as quick as the robots primed to replace them. Finally, those jeans we had to have get sent to landfills--or, if they've been "donated," shipped back around the world to Africa, where they're sold for pennies in secondhand markets or buried and burned in mountains of garbage. A sprawling, deeply researched, and provocative tour-de-force, Unraveled is not just the story of a pair of pants, but also the story of our global economy and our role in it. Told with piercing insight and unprecedented reporting, Unraveled challenges us to use our relationship with our jeans--and all that we wear--to reclaim our central role as citizens to refashion a society in which all people can thrive and preserve the planet for generations to come.
Fashion Branding Unraveled, Second Edition explains 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. Essential concepts such as positioning, values, relevance, identity, and brand valuation are closely examined. Throughout the book, discussions are supported by real-life examples and industry-based case studies. In the Second Edition there are three new chapters focusing on eCommerce, fashion and technology, and ethics in the fashion industry. STUDIO Features Include: -Self-assessment quizzes to test yourself on key principles -Flashcards to study vocabulary Instructors Resources -Instructor's Guide provides suggestions for planning the course and using the text in the classroom, supplemental assignments, and lecture notes -PowerPoint® presentations include images from the book and provide a framework for lecture and discussion
The Fashion Business Manual is everything you need to start building your fashion brand. It takes you step by step through building a brand from startup to retailing, using illustrations to break down complex business information into an easy-to-read visual format - making it a dynamic resource for fashion students, entrepreneurs and people in the fashion industry.
New York Times–Bestselling Author: In an Oklahoma town, a teen has escaped life as an outcast—but his powers are about to pull him into a supernatural war . . . Since coming to Crossroads, Oklahoma, former outcast Aden Stone has been living the good life. Never mind that one of his best friends is a werewolf, his girlfriend is a vampire princess who hungers for his blood, and he’s supposed to be crowned Vampire King—while still a human! Well, kind of. With four—oops, three now—human souls living inside his head, Aden has always been “different” himself. These souls can time-travel, raise the dead, possess another’s mind and, his least favorite these days, tell the future. The forecast for Aden? A knife through the heart. A war is brewing between the creatures of the dark, and Aden is somehow at the center of it all. But he isn’t about to lie down and accept his destiny without a fight. Not when his new friends have his back, not when Victoria has risked her own future to be with him, and not when he has a reason to live for the first time in his life. . . . Praise for Intertwined “Strong characterization. . . . a fast-paced plot.” —Publishers Weekly “Once I started reading this book, I couldn’t stop.” —Kristin Cast, New York Times–bestselling coauthor of the House of Night series “Many unexpected twists and turns . . . a unique story line.” —School Library Journal
“Overdressed does for T-shirts and leggings what Fast Food Nation did for burgers and fries.” —Katha Pollitt Cheap fashion has fundamentally changed the way most Americans dress. Stores ranging from discounters like Target to traditional chains like JCPenney now offer the newest trends at unprecedentedly low prices. And we have little reason to keep wearing and repairing the clothes we already own when styles change so fast and it’s cheaper to just buy more. Cline sets out to uncover the true nature of the cheap fashion juggernaut. What are we doing with all these cheap clothes? And more important, what are they doing to us, our society, our environment, and our economic well-being?
Mary Gehlhar, author, industry authority, and consultant to hundreds of designers, including Zac Posen, Twinkle by Wenlan, Rebecca Taylor, and Cloak, gives readers behind-the-scenes insights and essential business information on creating and sustaining a successful career as an independent designer. With advice from fashion luminaries including Donna Karan, Tommy Hilfiger, Cynthia Rowley, Diane von Furstenberg, Richard Tyler, and top executives from Saks Fifth Avenue and Barneys New York, this fully updated and revised edition of The Fashion Designer Survival Guide addresses the latest trends in apparel and accessories, the newest designers, an updated introduction, and a new foreword by Diane von Furstenberg, Designer and President of the Council of Fashion Designers of America (CFDA). The Fashion Designer Survival Guide provides the necessary tools to get a fashion line or label up and moving on the right track, including: How to create a viable business plan Figuring out how much money you need, where and how to get it, and how to make it last, including the latest on private equity The best sources for fabric and materials Navigating the pitfalls of production both at home and abroad Marketing, branding, and getting the product into the stores and into the customer’s closets Romancing the press, dressing celebrities, and creative publicity techniques Producing a runway show that will get results
This second volume in the Palgrave Studies in Practice: Global Fashion Management series focuses on core strategies of branding and communication of European luxury and premium brands. Brand is a critical asset many firms strive to establish, maintain, and grow. It is more so for fashion companies when consumers purchase styles, dreams and symbolic images through a brand. The volume starts with an introductory chapter that epitomizes the essence of fashion brand management with a particular emphasis on emerging branding practices, challenges and trends in the fashion industry. The subsequent five cases demonstrate how a family workshop from a small town can grow into a global luxury or premium brand within a relatively short amount of time. Scholars and practitioners in fashion, retail, branding, and international business will learn how companies can establish a strong brand identity through innovative strategies and management.
The compelling story of an acclaimed journalist and New York Times bestselling author’s ongoing struggle with epilepsy—how, through personal resilience and the support of loved ones, he overcame medical incompetence and institutional discrimination to achieve once unthinkable success. With a new afterword • “REMARKABLE . . . inspirational in the true sense of the word.”—The New York Times Book Review This is the story of one man’s battle to pursue his dreams despite an often incapacitating brain disorder. From his early experiences of fear and denial to his exasperating search for treatment, Kurt Eichenwald provides a deeply candid account of his years facing this misunderstood and often stigmatized condition. He details his encounters with the doctors whose negligence could have killed him, but for the heroic actions of a brilliant neurologist and the family and friends who fought for him. Ultimately, A Mind Unraveled is an inspirational story, one that chronicles how Eichenwald, faced often with his own mortality, transformed trauma into a guide for reaching the future he desired. Praise for A Mind Unraveled “An intimate journey . . . bravely illuminating the trials of living inside a body always poised to betray itself.”—O: The Oprah Magazine “Poignant and infuriating . . . merges elements of medical drama, anti-discrimination fable, and coming-of-age memoir.”—The New Yorker “One of the best thrillers I’ve read in years, yet there are no detectives, no corpses, no guns or knives.”—Minneapolis Star-Tribune “Terrific . . . Eichenwald’s narrative is a suspenseful medical thriller about a condition that makes everyday life a mine field, a fierce indictment of a callous medical establishment, and an against-the-odds recovery saga.”—Publishers Weekly (starred review) “Riveting . . . Eichenwald has created a universal tale of resilience wrapped in a primal scream against the far-too-savage world."—Booklist (starred review) “An extraordinary book.”—Harriet Lerner, Ph.D., New York Times bestselling author of The Dance of Anger
Meg Cabot called this rich, witty YA mystery about a girl, her missing mother, and New York City "a delight...pure fun."Delia Truesdale has no idea her life's about to change forever. She's too busy enjoying the California summer. Her internet tycoon mother, T.K. Truesdale, is out of town, and that means Delia can spend all her time at the beach, surfing. That is, until everything unravels.Her mother suddenly goes missing, and everyone thinks she's dead - excpet Delia, who knows T.K.'s way too organized to simply disappear. But Delia's still sent to New York to live with her two aunts - a downtown bohemian and an uptown ice queen.
