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  • Bloomsbury Fashion Business Cases
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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...
...Learning Objectives Upon completion of this case, students will be able to: Understand the business operations of a French fashion start-up and brand. Identify, examine, assess, and analyze key elements of brand identity, values...
...Learning Objectives Upon completion of this case, students should be able to: Identify the pitfalls that led to the descent of BCBG Max Azria. Analyze the steps for revitalizing post acquisition by Marquee Brands.Introduction In 1989, BCBG...
...Learning Objectives Upon completion of this case, students will be able to: Identify and understand the stages of product development that One Two Cosmetics completed in order to develop their signature product. Demonstrate an understanding...
...Learning Objectives Upon completion of this case, students will be able to: Identify the reasons underlying the need to manage issues such as gender representation by fashion brands in a responsible way and with their consumers in mind...
...Learning Objectives Upon completion of this case, students should be able to: Explain compelling brand storytelling grounded in heritage Discuss how a brand story may be tied in with a larger narrative, such as a work of literature or art...

Rediscovering Hemp

Connie Ulasewicz

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Connie Ulasewicz is Professor at San Francisco State University, US. Author affiliation details are correct at time of print publication.

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Allyson Cliett

Allyson Cliett

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and

Rachel Eike

Introductory business case

...Learning Objectives Upon completion of this case, students will be able to: Identify examples of historic hemp textile products. Evaluate current perceptions, misconceptions, and controversy surrounding hemp in the mainstream media. Compare...
...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...