Fashion, Style, and Popular Culture Journal Special Edition Call for Papers: Fashion Branding in Popular Culture
Call for Papers Date:
Call for Papers for a Special Issue: Fashion Branding in Popular Culture
Editors:Dr. Anne Peirson-Smith, The City University of Hong Kong
Dr. Joseph H. Hancock II, Drexel University
This issue of Fashion, Style & Popular Culture takes a pop cultural approach when examining
innovative methods of fashion branding. Branding is an umbrella term for marketing, as branding
encompasses more than just advertising media, but also the context of companies, performance,
merchandise, design, consumers and most importantly, the stakeholders associated with the brand.
Fashion branding has been defined as the cumulative image approach targeting customers with
products, advertising and promotion organized around a coherent image as a way of encouraging the
purchase and the repurchase of consumer goods from the same company. While historically, fashion
branding has primarily focused on consumption and purchasing decisions, recent scholarship now
challenges old methods suggesting that branding is a cultural process that needs to be analyzed from
a pop cultural view using critical, ethnographic, individualistic, or interpretive methods exploring the
meaning behind branding and how it is shaping the ways view fashion and style. This line of enquiry
situates the process of fashion branding in the context of the contested power relations underpinning
the production, marketing and consumption of fashion.
Authors are invited to submit papers that examine:
◊ Global, transglobal as well as local niche popular and cultural branded fashion design
◊ How branding influences fashion design, through notions of the production process or
proximity to the brand image and brand values. Does the branded image overshadow the
final fashion design?
◊ How various branding strategies are encouraged for example: “going green,” mass
customization, DIY and online shopping, and other fashion design related practices that
have generated new motivations for consumers to purchase fashion.
◊ How the fashion branding industry utilizes popular culture as a means of engagement with
target demographic groups.
◊ How media branding communicates both visual and verbal symbols in fashion generating
new cultural and aesthetic variations in the ways consumers perceive clothing styles.
◊ Examination of new hypermodern constructs of individual fashion forms and styles that
consumers are creating based upon the idea of ‘personal branding’.
◊ How consumers actively and creatively re-appropriate fashion brands as a site of sociocultural
◊ Critical analysis of various genres of brand strategies and tactics from luxury to high street
◊ Any other studies related to fashion branding and popular culture.
Manuscripts should be approximately 5000 words and prepared using Intellect Journal House Style
which may be accessed at: http://www.intellectbooks.co.uk/MediaManager/File/Intellect%20style%20
Deadline for Submissions: January 1, 2013
Please send manuscripts to: Joseph Hancock at: email@example.com or Anne Peirson-Smith at
For questions regarding submissions or inquiries regarding the journal, Fashion, Style & Popular
Culture, please contact Principal Editor, Joseph Hancock: Jhh33@drexel.edu
Joseph H. Hancock II
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