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9781350135543

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A unique overview of how brands develop, and whether their stories authentically evolve or are cleverly designed. * Dr. Karen Cross, Academic Strategic Lead in the School of Creative and Cultural Business, Robert Gordon University, UK * Fashion Brand Stories is an insightful text for anyone who wishes to understand the importance of design, critical cultural theory, and storytelling as methods of creating fashion brands and a must for creatives and business professionals, who will benefit from its engaging views on consumer brand culture. * Dr. Vicki Karaminas, Professor of Fashion, Massey University, New Zealand * Dr. Hancock gives the reader a book suffused with contemporary (and well-known) brand stories as an engaging introduction to key concepts in fashion and apparel studies. * Dr. Jessica Strubel, Associate Professor, Textiles, Fashion Merchandising and Design, The University of Rhode Island, USA *

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Joseph H. Hancock II is a professor at Drexel University, USA. He has worked in management, branding, merchandising, and leadership for landmark companies, including The Gap, The Limited Corporation, and Target Corporation. He is principal editor for the journal Fashion, Style & Popular Culture, and co-editor of The Fashion Business Reader (Bloomsbury Visual Arts, 2019).

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