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  • Bloomsbury Fashion Business Cases
  • Branding
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Brand Positioning: Wildfang and Tomboy Style Brands

Leslie Davis Burns

Dr. Leslie Davis Burns is President and Founder of Responsible Global Fashion LLC and Professor Emerita of Apparel Design and Merchandising at Oregon State University. A scholar and educator around topics related to the international apparel industries, consumer behaviour, and corporate social responsibility, Leslie is author of Sustainability and Social Change in Fashion (2019, Fairchild Books) and co-author of The Business of Fashion (6th edition forthcoming, 2020, Fairchild Books). She is also the Editor-in-Chief of the new online resource, Bloomsbury Fashion Business Cases. Leslie is a Fellow of the International Textile and Apparel Association (ITAA) and has received the Distinguished Scholar and the Educator of the Year Awards from ITAA in addition to teaching, research, and leadership awards from Oregon State University. Leslie holds a BA from Washington State University and a Ph.D. in Consumer Sciences and Retailing from Purdue University. Author affiliation details are correct at time of print publication.

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Introductory business case

...Learning Objectives Upon completion of this case, students should be able to: Define the terms brand, brand identity, and brand differentiation in relation to fashion products. Construct a brand positioning map for tomboy style fashion...

Consumer Behavior and Identity: How Lack of Inclusivity Lost Victoria’s Secret Its Lingerie Crown

Aurore Bardey

Aurore Bardey is with the London College of Fashion Author affiliation details are correct at time of print publication.

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and

Utkarsha Mehdiratta

Utkarsha Mehdiratta is with the London College of Fashion Author affiliation details are correct at time of print publication.

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Intermediate business case

...Learning Objectives Upon completion of this case, students will be able to: Understand the impact of “the perfect body” strategy on consumer behavior. Evaluate the impact of inclusivity on consumer behavior. Understand changing consumer...

Creating an Effective Mission Statement: Why, How, and Next Steps

Michele M. Granger

Michele M. Granger is a full professor in the Fashion and Interior Design Department, College of Business Administration, at Missouri State University, US. Author affiliation details are correct at time of print publication.

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Leslie Davis Burns

Dr. Leslie Davis Burns is President and Founder of Responsible Global Fashion LLC and Professor Emerita of Apparel Design and Merchandising at Oregon State University. A scholar and educator around topics related to the international apparel industries, consumer behaviour, and corporate social responsibility, Leslie is author of Sustainability and Social Change in Fashion (2019, Fairchild Books) and co-author of The Business of Fashion (6th edition forthcoming, 2020, Fairchild Books). She is also the Editor-in-Chief of the new online resource, Bloomsbury Fashion Business Cases. Leslie is a Fellow of the International Textile and Apparel Association (ITAA) and has received the Distinguished Scholar and the Educator of the Year Awards from ITAA in addition to teaching, research, and leadership awards from Oregon State University. Leslie holds a BA from Washington State University and a Ph.D. in Consumer Sciences and Retailing from Purdue University. Author affiliation details are correct at time of print publication.

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Introductory business case

...Learning Objectives Upon completion of this case, students should be able to: Articulate the purposes of mission statements for fashion brand companies. Create an effective mission statement for a small athletic wear company. Evaluate...

Harris Tweed Authority: Assuring Brand Integrity of Harris Tweed®

Leslie Davis Burns

Dr. Leslie Davis Burns is President and Founder of Responsible Global Fashion LLC and Professor Emerita of Apparel Design and Merchandising at Oregon State University. A scholar and educator around topics related to the international apparel industries, consumer behaviour, and corporate social responsibility, Leslie is author of Sustainability and Social Change in Fashion (2019, Fairchild Books) and co-author of The Business of Fashion (6th edition forthcoming, 2020, Fairchild Books). She is also the Editor-in-Chief of the new online resource, Bloomsbury Fashion Business Cases. Leslie is a Fellow of the International Textile and Apparel Association (ITAA) and has received the Distinguished Scholar and the Educator of the Year Awards from ITAA in addition to teaching, research, and leadership awards from Oregon State University. Leslie holds a BA from Washington State University and a Ph.D. in Consumer Sciences and Retailing from Purdue University. Author affiliation details are correct at time of print publication.

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Business case

...Learning Objectives Upon completion of this case, students will be able to: Discuss the history of Harris Tweed® and the legal definition of Harris Tweed® described in the 1993 Act of Parliament. Review and summarize the purpose...
...Learning Objectives Upon completion of this case, students should be able to: Explain the difference between gray goods and counterfeit goods. Describe the characteristics of trademarked goods. Analyze the relationships between retailers...
...Learning Objectives Upon completion of this case, students should be able to: Identify the components of luxury that make it different from mass-market fashion. Define Richard Mille’s concept of legitimacy. Understand the importance...

Dealing with Toxic Consumers: New Balance’s Dilemma

Myles Ethan Lascity

Myles Ethan Lascity is director of the Fashion Media program, and an assistant professor of journalism, at the Southern Methodist University in Dallas, Texas, USA Author affiliation details are correct at time of print publication.

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Introductory business case

...Learning Objectives Upon completion of this case, students should be able to: Define and compare desirable market segmentations from undesirable associations. Describe the ramifications of consumer action and threats to brands. Create plans...
...Learning Objectives Upon completion of this case, students will be able to: Identify the strengths and weaknesses of Nordstrom’s omnichannel distribution strategy. Differentiate between omnichannel retailers and non-omnichannel retailers...

Sustainable Packaging for Icebreaker

Leslie Davis Burns

Dr. Leslie Davis Burns is President and Founder of Responsible Global Fashion LLC and Professor Emerita of Apparel Design and Merchandising at Oregon State University. A scholar and educator around topics related to the international apparel industries, consumer behaviour, and corporate social responsibility, Leslie is author of Sustainability and Social Change in Fashion (2019, Fairchild Books) and co-author of The Business of Fashion (6th edition forthcoming, 2020, Fairchild Books). She is also the Editor-in-Chief of the new online resource, Bloomsbury Fashion Business Cases. Leslie is a Fellow of the International Textile and Apparel Association (ITAA) and has received the Distinguished Scholar and the Educator of the Year Awards from ITAA in addition to teaching, research, and leadership awards from Oregon State University. Leslie holds a BA from Washington State University and a Ph.D. in Consumer Sciences and Retailing from Purdue University. Author affiliation details are correct at time of print publication.

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Intermediate business case

...Learning Objectives Upon completion of this case, students should be able to: Explain strategies to enhance environmental sustainability of the packaging of fashion goods. Describe and evaluate environmentally sustainable packaging...

Licensing Pitfalls

Revised by:

Nancy J. Rabolt

Nancy J. Rabolt

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Judy K. Miler

Judy K. Miler

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Intermediate business case

...Learning Objectives Upon completion of this case, students should be able to: Describe the advantages and disadvantages for a manufacturer in licensing apparel with a brand name. Compare the roles and responsibilities of a licensee...