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Sneakers as a Symbol of Manhood: Wearing Masculinity on Their Feet

Yuniya Kawamura

Source: Sneakers. Fashion, Gender, and Subculture, 2018, Berg Fashion Library

Book chapter

There is a consensus among dress and fashion scholars that human footwear was not always gendered, but there are different accounts as to when footwear became gender-specific. The distinction between ladies’ shoemakers and men’s shoemakers in the eighteenth century clearly indicates that footwear was gendered.

The Movement of Fashion

Elaine Stone and Sheryl A. Farnan

Source: The Dynamics of Fashion, 5th Edition, 2018, Fairchild Books Library

Book chapter + STUDIO

We have likened the movement of fashion to the movement of a river. As dress historian James Laver, James,Laver said, in comparing the fashion cycle to a force of nature, “Nothing seems to be able to turn it back until it has spent itself, until it has provoked a reaction by its very excess.”JamesLaver, Taste and Fashion, rev. ed. (London: George G. Harrop, 1946), p. 52. However, just as a river can swell to turbulent flood stage or be slowed or diverted by a dam, so the movement of fashion can b

Marketing Communications

Fiona Armstrong-Gibbs and Tamsin McLaren

Source: Marketing Fashion Footwear. The Business of Shoes, 2017, Fairchild Books Library

Book chapter

Establishing and maintaining a fashion footwear business, brand, or service requires consideration of various marketing activities and how to blend them together. Although awareness of the customer, the product, pricing, and where the product is sold is essential, it is also important to know how to communicate and promote the brand.

The Future for Under Armour

Lisa Hodgkins

Source: Bloomsbury Fashion Business Cases

Level: Introductory

Business case

US athletic apparel company Under Armour, Inc. has experienced large-scale and consistent growth since it was established in 1996, but the company has a continuing need to maintain brand equity as they compete worldwide with other athletic-wear giants. This case study asks students to consider elements of successful branding, formulate ideas for targeting new customers, and recommend ways in which Under Armour can enhance the image and prestige of their brand.

The Impact of the Influencer

Anna Fenlon

Source: Bloomsbury Fashion Business Cases

Level: Intermediate

Business case

Nuala is a fictional digital fashion retailer of young womenswear, offering trend-focused products to the global market. Nuala has successfully harnessed the power of social media influencers as a key aspect of its global brand strategy. However, Nuala has struggled to identify a clear pattern of the type of influencer or influencer strategy that works most successfully for them. For their Autumn/Winter collection they must consider and rationalize the contributing factors that inform the promoti

The Case of Ancient Greek Sandals

Elena Chatzopoulou

Source: Bloomsbury Fashion Business Cases

Level: Intermediate

Business case

Over the last decade young fashion designers from Greece, with limited resources and their country in financial crisis, managed to build brands internationally. Athens-based start-up Ancient Greek Sandals (AGS) was founded in 2010 and, by 2013, had become globally known and endorsed by international celebrities such as Beyoncé and Sarah Jessica Parker. Initially the founders had professional knowledge about designing and producing sandals but were not aware of marketing or communications strategi

Cultural Appreciation or Cultural Appropriation

Celia Stall-Meadows

Source: Bloomsbury Fashion Business Cases

Level: Introductory

Business case

A fictional fashion accessories business, Reflections, has expanded its line of fashion jewelry into an uncharted area of Native American-inspired designs. The new jewelry collection, Tribal, is inspired by beautiful Native American culture and art, such as feathers, arrows, and dream catchers. Reflections’ Tribal jewelry collection generates only marginal success in sales, until a popular Hollywood celebrity is photographed wearing one of the Tribal pieces. The red-carpet runway images circulate

Bigger Than the Brand

Camille Kraeplin , Rosanne Hart

Source: Bloomsbury Fashion Business Cases

Level: Intermediate

Business case

There’s no question that social media has dramatically impacted the fashion industry, altering everything from the way brands advertise to the fashion calendar itself. Highlighting this fact, Prêt-a-Porter announced in 2016 the 10 most followed fashion brands on Instagram. Among those that did not make the cut was Oscar de la Renta, which, along with labels such as Burberry and DKNY, has been hailed as a social media “early adopter.” Erika Bearman, a 20-something public relations VP with Oscar de

Giorgio Armani and Utilizing the Red Carpet

Thea Macdonald

Source: Bloomsbury Fashion Business Cases

Level: Intermediate

Business case

The film industry’s red carpet is a stage for marketing prominent high fashion designers. A diverse audience of millions sees media coverage of red carpet events, which impacts their perception of fashion and designer labels based on what attendees wear. For designers, the publicity generated by actors photographed at popular events is of much higher value than the fashion product itself. Extensive contemporary television and media coverage indicates the enduring significance of fashion on the re

Heritage Brand Collaborations and Co-brandings

Leslie Davis Burns

Source: Bloomsbury Fashion Business Cases

Level: Intermediate

Business case

With corporate headquarters in Portland, Oregon, Pendleton Woolen Mills is a privately held, sixth-generation family-owned, and vertically integrated company. Pendleton Woolen Mills operates facilities that process raw wool into finished materials, designs apparel and home products, and sells merchandise through specialty and department store retailers and direct sales. Pendleton®, the fashion brand of Pendleton Woolen Mills, exemplifies the characteristics of a heritage brand—quality materials a

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