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Fashion Brands Branding Style from Armani to Zara

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ISBN-10: 0749442999

ISBN-13: 9780749442996

Edition: 2005

Authors: Mark Tungate

List price: $39.95
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Description:

* Studies the influence of branding within the fashion industry * Analyzes every aspect of fashion through the prism of marketing: brands, logos, advertising and psychology * Written in a crisp, journalistic style * Includes first-hand interviews with the world's great fashion brand gurus * Examines the creation of designer brands such as Armani and Ralph Lauren, and high street brands such as H&M * Crammed with facts and fascinating case studies * Of interest to branding and marketing professionals; all those in the fashion industry; students of marketing and fashion Once a luxury that only the elite could afford, fashion is now accessible to everyone. High street brands such as Zara and H&M have put garments worthy of Prada and Gucci within the reach of students' pockets. Massive media attention has turned designers such as Tom Ford, Alexander McQueen and Stella McCartney into brands in their own right. Sports brands such as Nike and Adidas have changed the image of their brands from practical sports wear to "hip" fashion attracting customers to their products who have no interest in sport. How has this transformation happened? Fashion Branding explores the popularization of fashion and explains how marketers and branding experts have turned clothes and accessories into objects of desire. It examines how the use of advertising and the media has altered our fashion "sense" and looks at how store design influences what we buy.
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Book details

List price: $39.95
Copyright year: 2005
Publisher: Kogan Page, Limited
Publication date: 9/1/2005
Binding: Hardcover
Pages: 256
Size: 6.50" wide x 9.50" long x 1.25" tall
Weight: 1.342
Language: English

Mark Tungate is the author of the bestselling Fashion Brands, as well as Adland A Global History of Advertising, Branded Male, and Media Monoliths. His latest book is Luxury World The Past, Present and Future of Luxury Brands. Tungate is a journalist specializing in branding and communication. Based in Paris, he has a weekly column in the French media magazine Strat�gies, and writes regularly about advertising, style and popular culture for the trends intelligence service WGSN. His work has appeared in The Times, The Independent and The Telegraph newspapers. He is also the co-author of The Epica Book, an annual review of the best European advertising. In addition, Mark teaches courses about branding and advertising at Parsons Paris School of Design. He has addressed conferences around the world and has been on the juries of several advertising competitions.

A history of seduction
Fashioning an identity
When haute couture meets high street
The designer as brand
The store is the star
Anatomy of a trend
The image-makers
They shoot dresses, don't they?
This year's model
Celebrity sells
Press to impress
The collections
Accessorize all areas
Retro brands retooled
Targeted male
Urban athletes
Virtually dressed
Brave new market
The faking game
Behind the seams
Style goes back to the future