| Description |
vii, 363 p. : ill. ; 24 cm. |
| Series |
Hagley perspectives on business and culture |
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Hagley perspectives on business and culture.
|
| Bibliography |
Includes bibliographical references (p. [293]-348) and index. |
| Contents |
Rethinking fashion / Regina Lee Blaszczyk -- PART I. Organizing the fashion trades -- Spreading the word : the development of the Russian fashion press / Christine Ruane -- Accessorizing, Italian style : creating a market for Milan's fashion merchandise / Elisabetta Merlo and Francesca Polese -- In the shadow of Paris? French haute couture and Belgian fashion between the wars / Veronique Pouillard -- Licensing practices at Maison Christian Dior / Tomoko Okawa -- PART II. Inventing fashions, promoting styles -- The wiener werkstatte and the reform impulse / Heather Hess -- American fashions for American women : The rise and fall of fashion nationalism / Marlis Schweitzer -- Coiffing vanity : advertising celluloid toilet sets in 1920s America / Ariel Beaujot -- PART III. Shaping bodies, building brands -- California casual : lifestyle marketing and men's leisurewear, 1930-1960 / William Scott -- Marlboro men : outside masculinities and commercial modeling in postwar America / Elspeth Brown -- The body and the brand : how Lycra shaped America / Kaori O'Connor -- PART IV. Customer reactions, consumer adaptations -- French hairstyles and the elusive consumer / Steve Zdatny -- Ripping up the uniform approach: Hungarian women piece together a new communist fashion / Katalin Medvedev -- Why the old-fashioned is in fashion in American houses / Susan Matt. |
| Summary |
Looks to the past, revealing the rationale behind style choices, while explaining how the interplay of custom, invented traditions, and sales imperatives continue to drive innovation in the fashion industries. |
| Subject |
Costume design -- 20th century -- History.
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Fashion merchandising -- 20th century -- History.
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Consumers' preferences -- 20th century -- History.
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Marketing -- Management -- 20th century -- History.
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Product management -- 20th century -- History.
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| Added Author |
Blaszczyk, Regina Lee.
|
| ISBN |
9780812240375 |
|
0812240375 |
|
