For a better experience, click the Compatibility Mode icon above to turn off Compatibility Mode, which is only for viewing older websites.

Once Upon a Time: Fashion Brand Stories as DEI Conceptual Understandings of Consumers

Thursday, February 23, 2023

12:00 PM-1:00 PM

Join the Graduate College, in partnership with the Westphal College of Media Arts & Design, for this exciting workshop!
JEDI Statement:
The Graduate College of Drexel University is committed to actively fostering and promoting justice, equity, diversity and inclusion (JEDI) by embracing all human differences while building on the commonalities amongst different groups. Read more about our commitment to JEDI.

About the Workshop:
Dr. Joe Hancock takes us on a voyage to understand how fashion brands are tapping into the cultural zeitgeist to be a part of powerful consumer communities. His new book, Fashion Brand Stories (Bloomsbury, 2022), is comprised of ten detailed case studies on groundbreaking brands like Vivienne Westwood, Vera Wang, Levi’s®, and The Gap Inc., Fashion Brand Stories shows how fashion retailers and designers use storytelling to establish and maintain relationships with their customers. These entertaining case studies explore the evolution of each brand as a cultural entity with its own carefully crafted personality. Aided by interviews with industry professionals, in this workshop, you will learn how brands start out, grow and encounter success or failure and how to apply those hard-won lessons to your own thoughts on branding. Why did you buy it? And what draws you to particular brands? You will be asked to participate! So, get ready for a fun and exciting learning adventure on how storytelling is a great scholarly method to understand us as people.

About the Author:
Dr. Joseph "Joe" Henry Hancock II is a world authority on the use of storytelling as a method of scholarship. He has worked in management, strategic branding, merchandising, and leadership for landmark companies, including The Gap, L. Brands, and the Target Corporation. Dr. Hancock received his B.S. and M.S. in Apparel Merchandising from Indiana University, Bloomington, and his Ph.D. from The Ohio State University in Consumer Sciences/Textiles and Clothing. He has written and edited over nine books and written extensively in men’s fashion, branding, and cultural retailing. He is the Principal Editor for the peer-reviewed journal, Fashion, Style & Popular Culture (Intellect Books, UK). Dr. Hancock has been identified as a retail expert appearing on national news for ABC, NBC, NPR, and CBS. He reached international news coverage for his work on Cargo Pants in 2016 after appearing in the Wall Street Journal. He has been a member of the Antoinette Westphal College of Media Arts & Design for over 18 years and has taught courses in the Goodwin College, Pennoni Honors College, and College of Arts & Sciences in Women & Gender Studies. He has been the recipient of four major faculty awards and is currently the Program Director of the M.S. Online in Retail & Merchandising for Drexel University Online and Westphal College.

Lunch will be provided first come, first served.


Remind me about this event. Notify me if this event changes. Add this event to my personal calendar.


Graduate Student Lounge
Main Building, Room 010A, Lower Level
3141 Chestnut Street
Philadelphia, PA 19104


  • Everyone
  • Undergraduate Students
  • Graduate Students
  • LGBTQA Community
  • Faculty
  • Staff
  • Alumni

Special Features

  • Free Food