Producing fashion :  commerce, culture, and consumers / 
edited by Regina Lee Blaszczyk. 
 - Philadelphia :  University of Pennsylvania Press,  c2008. 
 - vii, 363 p. :  ill. ;  24 cm. 
 - Hagley perspectives on business and culture .
 - Hagley perspectives on business and culture. .
<br/><br/>Includes bibliographical references (p. [293]-348) and index. 
<br/><br/>Chapter 1. Rethinking fashion / Regina Lee Blaszczyk -- PART I. Organizing the fashion trades -- Chapter 2. Spreading the word : the development of the Russian fashion press / Christine Ruane -- Chapter 3. Accessorizing, Italian style : creating a market for Milan\'s fashion merchandise / Elisabetta Merlo and Francesca Polese  -- Chapter 4. In the shadow of Paris? French haute couture and Belgian fashion between the wars / Veronique Pouillard -- Chapter 5. Licensing practices at Maison Christian Dior / Tomoko Okawa -- PART II. Inventing fashions, promoting styles -- Chapter 6. The wiener werkstatte and the reform impulse / Heather Hess -- Chapter 7. American fashions for American women : The rise and fall of fashion nationalism / Marlis Schweitzer -- Chapter 8. Coiffing vanity : advertising celluloid toilet sets in 1920s America / Ariel Beaujot -- PART III. Shaping bodies, building brands -- Chapter 9. California casual : lifestyle marketing and men\'s leisurewear, 1930-1960 / William Scott -- Chapter 10. Marlboro men : outside masculinities and commercial modeling in postwar America / Elspeth Brown -- Chapter 11. The body and the brand : how Lycra shaped America / Kaori O\'Connor -- PART IV. Customer reactions, consumer adaptations -- Chapter 12. French hairstyles and the elusive consumer / Steve Zdatny -- Chapter 13. Ripping up the uniform approach: Hungarian women piece together a new communist fashion / Katalin Medvedev -- Chapter 14. Why the old-fashioned is in fashion in American houses / Susan Matt. 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>0812220668 (pbk.) 9780812220667 (pbk.) 
<br/><br/><label>LCCN: </label>2008295550 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Fashion design--History.--20th century<br/>Fashion merchandising--History.--20th century<br/>Consumers\' preferences--History.--20th century<br/>Marketing--Management--History.--20th century<br/>Product management--History.--20th century
<br/><br/><label>Dewey Class. No.: </label>391 BLA