This book presents a complete view of fashion branding, from the concept of branding to the dynamics of the branding process. It explores the application of concepts to the different categories of the fashion brand, such as luxury brands and private labels, and discusses specific branding strategies related to the fashion industry as practiced today. Fashion Branding Unraveled also emphasizes understanding technologies that are relevant to branding and the fashion industry and investigates how these technologies are changing and challenging many conventional concepts. This book highlights new concepts together with the opportunities they bring, and concludes with a look at the future of fashion branding in the 21st century.

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