Fashion Branding and Consumer Experience
02 Pubblicazione su volume
Ando' Romana, Corsini Fabio
This chapter intends to analyse the processes of both branding and consumption. Not just the brand or just the consumer, but the complex interactions between all the practices and strategies made by both of them to build experiences that are valuable for both the brand and the consumer. A new approach requires a new perspective on brands and consumption practices within the contemporary fashion system that integrates brands, consumers and media organisations.