Dr. Joseph Hancock is an international authority in the area of fashion retail branding as a form of storytelling. 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 retailing business. Dr. Hancock’s works on retail, 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 8 years, Dr. Hancock has been the Principle Editor of the peer-reviewed journal Fashion, Style and Popular Culture (Intellect Publishers) and he is working on a photographic monograph discussing Jeans (2022) and a third edition of his first book soon to be called Fashion Branding Stories (2023) both with Bloomsbury.