The Power of Branding in Fashion: 2000 and Beyond
Edition: 1
Copyright: 2022
Pages: 210
Choose Your Format
Choose Your Platform | Help Me Choose
Ebook
$66.15 USD
The Power of Branding in Fashion: 2000 and Beyond takes readers on a journey through the story of branding and specifically where art and vision meets technicality and business.
The publication presents the history of branding in its most traditional form as well as the adventure that branding took through fashion, the technical side of branding when it comes to categorizing brands within the industry, how to grow product lines and service models, and of course branding today.
This publication not only educates readers, but connects them with the artistic and business side of growing their business in the most organic way. The authors discuss the evolution of branding over the last 2 decades as well as current tools to use.
Chapter 1 The Brand
Chapter 2 The Brand Decision: Mission and Vision
Chapter 3 Brand Positioning, Target Market, and Pricing
Chapter 4 Communication
Chapter 5 Brand Identity and Personality
Chapter 6 Types and Levels of Brands: Luxury, Mass, and Premium
Chapter 7 Retail Brands, Private Labels, and Visual Merchandising
Chapter 8 Direct-to-Consumer
Chapter 9 Social Media and Brand Equity
Chapter 10 What Is a Brand Book and Uses?
Chapter 11 Future of Fashion Branding
Wendy Goldstein is a senior lecturer in Fashion and Retail Studies at The Ohio State University and an entrepreneur with decades of experience in fashion, costume design, and business. She founded Costume Specialists, a custom mascot and character costume company that grew into an international industry leader before its sale in 2018. Goldstein holds bachelor's and master's degrees in Textiles and Clothing from The Ohio State University and brings a unique interdisciplinary perspective that blends fashion, creativity, entrepreneurship, and real-world industry experience into her teaching and writing.
Lubna Najjar is a business strategist, entrepreneur, and executive with more than a decade of experience leading innovation at the intersection of business, branding, and operations. As Chief Operating Officer of IL Moda Brands, LLC, she partners with emerging and established companies to accelerate growth through strategic planning, brand development, product innovation, operational excellence, and U.S.-based manufacturing solutions. Throughout her career, Lubna has advised nationally recognized brands, developed proprietary business and forecasting tools, led successful product launches, and spoken at industry conferences on leadership, sustainability, ethical entrepreneurship, and innovation.
Beyond her executive leadership, Lubna is dedicated to advancing ethical business practices and community development through board service. She currently serves as Board President of the Miami Business Council and as a Board Member for BBB Serving Southeast Florida and the Caribbean, following nearly a decade of service with the Better Business Bureau in Central Ohio. Lubna earned an MBA in Global Business from Franklin University and is currently pursuing a Doctor of Business Administration (DBA) at Franklin University, where she maintains a 4.0 GPA. Her passion for active learning, evidence-based decision-making, and organizational leadership informs her work as an educator, business leader, and author.
The Power of Branding in Fashion: 2000 and Beyond takes readers on a journey through the story of branding and specifically where art and vision meets technicality and business.
The publication presents the history of branding in its most traditional form as well as the adventure that branding took through fashion, the technical side of branding when it comes to categorizing brands within the industry, how to grow product lines and service models, and of course branding today.
This publication not only educates readers, but connects them with the artistic and business side of growing their business in the most organic way. The authors discuss the evolution of branding over the last 2 decades as well as current tools to use.
Chapter 1 The Brand
Chapter 2 The Brand Decision: Mission and Vision
Chapter 3 Brand Positioning, Target Market, and Pricing
Chapter 4 Communication
Chapter 5 Brand Identity and Personality
Chapter 6 Types and Levels of Brands: Luxury, Mass, and Premium
Chapter 7 Retail Brands, Private Labels, and Visual Merchandising
Chapter 8 Direct-to-Consumer
Chapter 9 Social Media and Brand Equity
Chapter 10 What Is a Brand Book and Uses?
Chapter 11 Future of Fashion Branding
Wendy Goldstein is a senior lecturer in Fashion and Retail Studies at The Ohio State University and an entrepreneur with decades of experience in fashion, costume design, and business. She founded Costume Specialists, a custom mascot and character costume company that grew into an international industry leader before its sale in 2018. Goldstein holds bachelor's and master's degrees in Textiles and Clothing from The Ohio State University and brings a unique interdisciplinary perspective that blends fashion, creativity, entrepreneurship, and real-world industry experience into her teaching and writing.
Lubna Najjar is a business strategist, entrepreneur, and executive with more than a decade of experience leading innovation at the intersection of business, branding, and operations. As Chief Operating Officer of IL Moda Brands, LLC, she partners with emerging and established companies to accelerate growth through strategic planning, brand development, product innovation, operational excellence, and U.S.-based manufacturing solutions. Throughout her career, Lubna has advised nationally recognized brands, developed proprietary business and forecasting tools, led successful product launches, and spoken at industry conferences on leadership, sustainability, ethical entrepreneurship, and innovation.
Beyond her executive leadership, Lubna is dedicated to advancing ethical business practices and community development through board service. She currently serves as Board President of the Miami Business Council and as a Board Member for BBB Serving Southeast Florida and the Caribbean, following nearly a decade of service with the Better Business Bureau in Central Ohio. Lubna earned an MBA in Global Business from Franklin University and is currently pursuing a Doctor of Business Administration (DBA) at Franklin University, where she maintains a 4.0 GPA. Her passion for active learning, evidence-based decision-making, and organizational leadership informs her work as an educator, business leader, and author.