Results: Text (3) Images (0)

Sort by
Results per page
Results showing
1 - 3 of 3 (1 pages)
    Page 1 of 1
Brand Storytelling: Context and Meaning for Cargo Pants

Joseph Henry Hancock

Source: Fashion in Fiction. Text and Clothing in Literature, Film, and Television, 2009, Berg Fashion Library

Book chapter

During the 1960s the postmodernism of the mass media influenced consumer culture through a range of communication outlets (Baldwin, Longhurst, McCracken, Ogborn, and Smith 2000). Media outlets adopted postmodern concepts and ways of imagining the world and presented them to consumers in products including motion pictures, television, and fashion advertising. More recent examples include movies such as Blade Runner, the television series Twin Peaks, and the shopping channel QVC (Hamilton 1997).

Advertising and Promotion

V. Ann Paulins and Julie L. Hillery

Source: Ethics in the Fashion Industry, 2009, Fairchild Books Library

Book chapter + STUDIO

Examples of unethical (and sometimes illegal) practices include “bait-and-switch” pricing, advertising an item as having a false “regular price,” and placing limiting conditions of a sale price in the fine print of an ad.

Abercrombie & Fitch’s Brand & Store Positioning

Joseph H. Hancock
Revised by: Nancy J. Rabolt , Judy K. Miler

Source: Bloomsbury Fashion Business Cases

Level: Intermediate

Business case

Abercrombie & Fitch (A&F), originally a traditional outdoor and adventure apparel retailer, has repositioned itself in the marketplace several times throughout its history. In the 1990s A&F changed its offerings to fashionable basic merchandise in a lifestyle and aspirational way geared toward teenagers. Methods used in their stores were strong atmospherics including cologne, loud music, provocative pictures of models, and shirtless male greeters in some stores. This created a company

Back to top
Results showing
1 - 3 of 3 (1 pages)
Page 1 of 1