Global Fashion Brands (Book)

Style, Luxury and History

Fashion branding is more than just advertising. It helps to encourage the purchase and repurchase of consumer goods from the same company. While historically fashion branding has primarily focused on consumption and purchasing decisions, recent scholarship suggests that branding is a process that needs to be analyzed from a style, luxury, and historical pop cultural view using critical, ethnographic, individualistic, or interpretive methods.

In this collection, the contributors explore the meaning behind fashion branding in the context of the contested power relations underpinning the production, marketing, and consumption of style and fashion as part of our global culture. 


Joseph H. Hancock II is a professor at Drexel University and the editor of the Intellect journal Fashion, Style & Popular Culture.

Dr Gjoko Muratovski is the Director of The Myron E. Ullman, Jr. School of Design at the University of Cincinnati (USA) and Guest Professor at the College of Design & Innovation at Tongji University (China). With over twenty years of global, cross-disciplinary design and branding practice, Dr Muratovski brings experience that spans from Europe and Asia to Australia and the Americas. Over the years he has been working with a wide range of governmental, not-for-profit and corporate organizations - ranging from NASA Johnson Space Center, UN Association of Australia and Greenpeace, to  Deloitte, Toyota, and the Auckland Council of New Zealand.. He is also regularly retained as an advisor on issues ranging from strategic design to brand development strategies by international design firms and advertising agencies.

Anne Peirson-Smith, Ph.D. is an Assistant Professor in the Department of English, City University of Hong Kong teaching and researching fashion communication and branding, creative industries, public relations, advertising and popular culture. She also has a professional background in public relations and branding for a range of global clients. She is coauthor of Public Relations in Asia Pacific: Communicating Across Cultures (Wiley 2009).

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