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Event Details

THE SECRETS OF GREAT FASHION BRAND STORYTELLING

Start Date:	5/24/2023	Start Time:	6:30 PM
End Date:	5/24/2023	End Time:	7:30 PM

Event Description

What makes a brand great? A good story. Come along with Dr. Joe Hancock as he talks about the simple elements of storytelling and how brands have used this methodology to tell what he calls a great brand/story. Using the ides from his acclaimed book Fashion Brand Stories, Joe will reflect on those retail brands who have done it right. He will reveal how fashion branding is not new, but continues to intrigue consumers through basic cultural storytelling design.

Joseph “Joe” Henry Hancock, II is an international authority in fashion branding as a form of storytelling. He is known internationally for his scholarship on cargo pants. He started in academia after 20 years in the retailing industry having worked for such legendary companies as The Gap, L. Brands, and Target Corporation. He has written the books, Brand/Story: Ralph, Vera, Johnny, Billy and Other Adventures in Fashion Branding (2009), Brand/Story: Explorations and Cases in Fashion Branding (2016, both through Bloomsbury Press) and edited the books Fashion in Popular Culture: Literature, Media & Contemporary Studies (2013), Global Fashion Brands: Style, Luxury & History (2014), Cotton: Companies, Fashion & The Fabric of Our Lives (2016), and Transglobal Fashion Narratives: Clothing Communication, Style Statements, and Brand Storytelling (2018) all with Intellect Books UK. His most recent edited collection The Fashion Business Reader (2019, Bloomsbury) is the first comprehensive reader reinforces the impact the arts and humanities have played with understanding the business side of fashion. Dr. Hancock’s works on branding and storytelling have appeared in such publications as The Brand Challenge edited by Kartikeya Kompella (Kogan Page 2016) and Strategic Design Thinking edited by Natalie Nixon (Bloomsbury, 2015). For the past 10 years, Dr. Hancock has been the Principal Editor of the peer-reviewed journal Fashion, Style and Popular Culture (Intellect Publishers) and he is working on a photographic monograph discussing Jeans (2025).

The Michael J. Edwards Class of 1983 Retail & Merchandising Leadership Series has been designed by Drexel’s Antoinette Westphal College of Media Arts & Design in partnership with alumni, industry partners and leading faculty. These one-hour virtual conversations will detail some of the retail and merchandising trends of tomorrow, sharing speakers’ experiences and advice, and focusing on practical application. The goals of the Retail & Merchandising program are to be more resilient and inclusive, and to create successful leaders of tomorrow. Because Ambition Can’t Wait.

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