Introduction
Part I
From the Editors
Rebranding American men's heritage fashions through the use of visual merchandising, symbolic props and masculine iconic memes historically found in popular culture - Kevin Matthews, Joseph H. Hancock, II and Zhaohui Gu
Producing and consuming American mythologies: Branding in mass market fashion firms - D. J. Huppatz and Veronica Manlow
Co-branding strategies for luxury fashion brands: Missoni for Target - Edwina Luck, Gjoko Muratovski and Lauren Hedley
Comme on down and Choos your shoes: A study of consumer responses to the use of guest fashion designers by H&M as a co-branded fashion marketing strategy - Anne Peirson-Smith
Part II
Brands, Style and Mass Market
ModCloth: A case study in co-creative branding strategies - Kendra Lapolla
Juicy (contradiction) couture: The Starburst Prom Gown and female teens' appropriation and emotional branding of a candy label - Tara Chittenden
It's all inside: J.C. Penney and 'cut 'n' paste' as branding practice - Myles Ethan Lascity
Effortless consumption: The 'Anthropologie' of a brand-focused online shopping community - Lauren Downing Peters and Anya Kurennaya
Visible status: Couture and designer abayas - Christina Lindholm
Part III
Brands in the Luxury Market
Managing an iconic old luxury brand in a new luxury economy: Hermes handbags in the US market - Tasha L. Lewis and Brittany Haas
Communicating brand image through fashion designers' homes, flagship stores and ready-to-wear collections - Osmud Rahman and Lauren Petroff
Leveraging designer creativity for impact in luxury brand management: An in-depth case study of designers in the Louis Vuitton Moeet Hennessy (LVMH) brand portfolio - RayeCarol Cavender and Doris H. Kincade
Narratives of Italian craftsmanship and the luxury fashion industry: Representations of Italianicity in discourses of production - Alice Dallabona
Part IV
Brands in Historical Context
Do contemporary luxury brands adhere to historical paradigms of luxury? -Shaun Borstrock
The 'age of enchantment', the 'age of anxiety': Fashion symbols and brand persona - Linda Matheson
Louis XIV, 'Le marketing, c'est moi' - Ellen Anders