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Fashioning the Brand - A Creative and Commercial Interpretation of the Role of the Brand in Fashion

Stephen M. Wigley

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Abstract

Research paper presented at Futurescan 3: Intersecting Identities, Glasgow School of Art, 11th-12th November 2015. Futurescan 3: Intersecting Identities Edited by Helena Britt, Laura Morgan and Kerry WaltonNovember 2015 ISBN: 978 1 911217 08 4

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Research paper presented at Futurescan 3: Intersecting Identities, Glasgow School of Art, 11th-12th November 2015. Futurescan 3: Intersecting Identities Edited by Helena Britt, Laura Morgan and Kerry WaltonNovember 2015 ISBN: 978 1 911217 08 4

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Research paper presented at Futurescan 3: Intersecting Identities, Glasgow School of Art, 11th-12th November 2015. Futurescan 3: Intersecting Identities Edited by Helena Britt, Laura Morgan and Kerry WaltonNovember 2015 ISBN: 978 1 911217 08 4

Key concepts: Brand management, Brand loyalty, Brand awareness, Marketing, Advertising, Business, Brand equity, Context (archaeology)

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