Fashion Branding Unraveled introduces and explains the concept of brand and the process of brand development. The book clarifies misconceptions? introduces new concepts? and proposes a step-by-step roadmap for developing an effective brand? all within the context of the fashion industry. Using an easy-to-understand approach? relevant examples? and case studies? it applies the theories and concepts covered? such as "mass customization" and "M-branding?" to a variety of industry segments? from luxury brands to private labels. The book includes an examination of the latest technologies? their applications? and-most important-their effects on the future of branding.Paperback | 304 pages185.42 x 228.6 x 20.32mm | 748.42g40695Bloomsbury Publishing PLCLondon? United KingdomEnglish