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Originally published to coincide with a major V&A exhibition, Brand.New takes a challenging look at contemporary consumer culture and the proliferation of brand identities which affect all our daily lives in the 21st-century. Ranging from fashion, design to the media, Brand.New sets out some provocative and entertaining debates about brands, retail, design and consumption habits around the world. Key sections look at the economics and business of branding; personal and social identities in a global, commodified world; the shopping experience from mall to website and the ethical and social questions for both brand and consumer. Critics, historians, anthropologists, sociologists and designers as well as voices from the business world, offer a range of opinions on topics as diverse as shopping in China, fakes and counterfeiting, and the branding of personality. The design of the book reflects the dynamic character of its subject with over 200 colour illustrations. Essential for students and observers of modern culture, this book will appeal to anyone who shops as well as those with an interest in advertising, product design and fashion.


Jane Pavitt, ed.




25.2cm x 1.7cm x 28.7cm



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