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Brand Management

Fiona Armstrong-Gibbs and Tamsin McLaren

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

Book chapter

Successful fashion footwear brands are not born overnight but rather evolve over time as a result of unique product, in-depth consumer research, carefully planned strategies and in many cases by capturing the spirit of the time, often by chance. This chapter explores how brands morph from “fad” brands into truly iconic brands by appealing to many different consumer types simultaneously.

Subcultural Dress

David Muggleton and Dunja Brill

Source: Berg Encyclopedia of World Dress and Fashion. West Europe, 2010, Berg Fashion Library

Encyclopedia entry

A subculture can be defined as a group with particular shared cultural features that distinguish it clearly from other subcultures and both the specific milieu (parent culture) and wider society (dominant culture) from which it emerges. The definition of culture on which this notion of a subculture is based is borrowed from anthropology and is taken to mean a whole way of life of a society or particular section thereof, depending on the level of analysis. A subculture can therefore be seen as a d

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