chapter
Case study 5 Branding in the fashion industry
Charlie Allen Menswear
Pages 57

Branding has become an increasingly important marketing strategy within the fashion industry, used to unite all the designed elements of a company, to communicate an image or identity. Fashion garments and the labels that appear on them communicate messages and implicit meanings. They are interpreted as being symbols of social class or representative of one’s lifestyle. Aspiration or association purchases fashion and their brands.