Description
Book SynopsisTrade ReviewA much-needed contribution to the field. This insightful text breaks down the complex relationship between fashion consumers and idols and is a valuable guide for anyone interested in understanding more about branding and marketing in China. * Babette Radclyffe-Thomas, London College of Fashion, UK *
Table of ContentsList of Illustrations List of Tables List of Contributors Preface: “Are you that unicorn?”
Amanda Sikarskie, University of Michigan, USA Acknowledgements Some Notes on Pronunciation 1. Introductions: Peacocks: A Primer on Idols and Marketing in China
Amanda Sikarskie, University of Michigan, USA 2. Exploring the Relationship Between Fashion Brands, Culture Idols and Fans: The Power of Naming as Market Strategy
Peng Liu, Macau University of Science and Technology, and Lan Lan, Beijing Fashion Institute of Technology, China 3. Idol Case Study: Wang Yibo, Aloof White Peony of Luoyang
Amanda Sikarskie, University of Michigan, USA 4. Capitalizing Yaoi / Danmei Fans: Fashion Brands and Male Popular Culture Idols as Brand Ambassadors in the Chinese Fashion Market
Peng Liu, Macau University of Science and Technology, and Lan Lan, Beijing Fashion Institute of Technology, China 5. A Comparative Perspective: Korean K-Pop Idols as Brand Ambassadors
Amanda Sikarskie, University of Michigan, USA Epilogue: Xinjiang Cotton
Amanda Sikarskie, University of Michigan, USA Post-script: China Bans Xiao Xian Rou
Amanda Sikarskie, University of Michigan, USA Glossary Index
