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Brand Storytelling

Fashion in Fiction : Text and Clothing in Literature, Film, and Television

Berg, 2009

Book chapter

...In this chapter I consider the notions of advertising as a form of storytelling and its function to create contextual significance in order to sell products. I emphasize how advertisers make use of the postmodern condition to create new...

Abercrombie & Fitch’s Brand & Store Positioning

Joseph H. Hancock

Joseph Hancock, II is an international authority in the area of fashion branding as a form of storytelling. He released his book Brand/Story: Ralph, Vera, Johnny, Billy and Other Adventures in Fashion Branding (2009), now to be released in a 2nd Edition in 2016 to be called Brand/Story: Explorations and Cases in Fashion Branding. His works on branding and storytelling have appeared in such publications as The Brand Challenge by Kartikeya Kompella (Kogan Page 2016) and Strategic Design Thinking by Natalie Nixon (Bloomsbury, 2015). He has also published two coedited books, Fashion in Popular Culture (2013) and Global Fashion Brands (2014) with Intellect Publishing through The University of Chicago Press. Dr. Hancock is the principal editor of the peer-reviewed journal Fashion, Style and Popular Culture (Intellect Publishers). He is Executive Director for Events for the Popular Culture/American Culture Associations (PCA/ACA) and was their 2009 recipient of the Felicia F. Campbell Award for Area Chairs. He has been awarded Drexel's 2008 Steinbright Cooperative Career Center's faculty of the year and recently received the 2011 Stanley J. Gwiazda Professorship Award. Dr. Hancock has received over $100,000 in grants, fellowships and awards and has generated $13,000 in corporate gifts for Drexel University. Author affiliation details are correct at time of print publication.

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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: Determine the ramifications of a retailer changing its image. Explain how atmospherics can entice consumers to shop an apparel store. Create a Perceptual Map...