Fashion Brands: Fashion Brands: Branding Style from Armani to Zara

Autor Mark Tungate Editat de Jon Finch
en Limba Engleză Paperback – 3 oct 2012

Once a luxury that only the elite could afford, fashion is now accessible to all. Brands such as Zara and H&M have put fashion within the reach of anyone, while massive media attention has turned designers such as Tom Ford and Stella McCartney into brands in their own right.

This third edition of the international best seller Fashion Brands explores the popularization of fashion and explains how marketers and branding experts have turned clothes and accessories into objects of desire. Full of first-hand interviews with key players, it analyzes every aspect of fashion from a marketing perspective. With its finger firmly on the fashion pulse, it also looks at the impact of blogging and the rise of celebrity-endorsed products and fashion ranges.

Snappy and journalistic, Fashion Brands exposes how the use of advertising, store design and the media has altered our fashion "sense" and reveals how a mere piece of clothing can be transformed into something with mystical allure.
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ISBN-13: 9780749464462
ISBN-10: 0749464461
Pagini: 228
Dimensiuni: 160 x 230 x 13 mm
Greutate: 0.37 kg
Ediția:3rd edition.
Editura: Kogan Page
Seria Fashion Brands: Branding Style from Armani to Zara


Preface to the third edition 

A different view 

01 A history of seduction 
Style addicts 
The first fashion brand 
Poiret raises the stakes 
Chanel, Dior and beyond 
The death of fashion 
The rebirth of fashion 
Surviving the crash 

02 Fashioning an identity 
Controlling the plot 
The Italian connection 

03 When haute couture meets high street 
Strategic alliances 
Chic battles cheap 
Stockholm Syndrome 
Viva Zara 
A unique brand from Japan 

04 The designer as brand 
How to be a designer brand 

05 The store is the star 
Retail cathedrals 
Creativity drives consumption 
Luxury theme parks and urban bazaars 

06 Anatomy of a trend 
The style bureau 
The new oracles 
The cool hunter 

07 The image-makers 
Portrait of an art director 
The alternative image-maker 

08 They shoot dresses, don't they? 
Brand translators 
The limits of experimentation 

09 This year's model 
Packaging beauty 
Perfection and imperfection 

10 Celebrity sells 
When celebrities become designers 

11 Press to impress 

12 The collections 
The power behind the shows 
Communication via catwalk 
Haute couture low 
Front-row fever 

13 Accessorize all areas 
Emotional baggage 
A brand in a bottle 

14 Retro brands retooled 
Climbing out of a trench 
The art of plundering the past 

15 Targeted male 
"Very GQ" 
Fine and dandy 
A tailor-made opportunity 
Groom for improvement 

16 Urban athletes 
Getting on track 
Expect a gadget 
Stars and streets 

17 Virtually dressed 
The success story 
Interactive fashion 

18 Rise of the bloggers 
Blogs and the press 
Blogging as a business 

19 The faking game 

20 Trendy toddlers 
A taste of Milk 
21 Style goes back to the future 
From thrift to vintage 

22 Behind the seams 
Ateliers versus factories 
Ethical fashion 

Searching for a soul 
Honesty as a policy 
The cachet of culture 
"We are all individuals" 



Praise for the previous edition:

"Essential for anyone wanting to make it big in the fashion biz." - Nicholas Coleridge, Managing Director, Condé Nast 

"Cohesive and light-hearted…I have since told my entire studio to pick it up and will be gladly recommending it to all the students that intern with us as a vital resource." -Anthony Keegan, Mens Design Director, Reaction & Unlisted, Kenneth Cole Productions

Notă biografică

Mark Tungate
is the author of the books Adland, Branded Beauty and Branded Male. He writes a weekly column for the French media magazine Strategies, and he is co-author of The Epica Book, an annual review of the best European advertising. Alongside his writing, he teaches at Parsons School of Art and Design in Paris, France.


This third edition explores the popularization of fashion and explains how marketers and branding experts have turned clothes and accessories into objects of desire.