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Fashion Brands Branding Style from Armani to Zara

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ISBN-10: 0749453052

ISBN-13: 9780749453053

Edition: 2nd 2008

Authors: Mark Tungate

List price: $39.95
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Description:

Once a luxury that only the elite could afford, fashion is now widely accessible. While brands such as Zara and H&M have made fashion an affordable choice for the mass market, sports brands such as Nike and Adidas have transformed the image of their products from merely practical to fashionable. How has this transformation occurred? "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, the book analyzes every aspect of fashion from a marketing perspective. It examines how advertising, store design and the media have altered our fashion sense. The new edition includes chapters on fashion bloggers and the rise of celebrity-endorsed products.
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Book details

List price: $39.95
Edition: 2nd
Copyright year: 2008
Publisher: Kogan Page, Limited
Publication date: 9/1/2008
Binding: Hardcover
Pages: 272
Size: 6.50" wide x 9.50" long x 1.00" tall
Weight: 1.430
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.

Acknowledgements
Preface to the new edition
Introduction
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
Fashioning an identity
Controlling the plot
The Italian connection
When haute couture meets high street
Strategic alliances
Chic battles cheap
Stockholm Syndrome
Viva Zara
The designer as brand
The new idols
How to be a designer brand
The store is the star
Retail cathedrals
Creativity drives consumption
Luxury theme parks and urban bazaars
Anatomy of a trend
The style bureau
The new oracles
The cool hunter
The image-makers
Portrait of an art director
The alternative image-maker
They shoot dresses, don't they?
Brand translators
The limits of experimentation
This year's model
Packaging beauty
Perfection and imperfection
Celebrity sells
When celebrities become designers
Press to impress
The collections
The power behind the shows
Communication via catwalk
Haute couture laid low
Front-row fever
Accessorize all areas
Emotional baggage
A brand in a bottle
Retro brands retooled
Climbing out of a trench
The art of plundering the past
Targeted male
'Very GQ'
Fine and dandy
A tailor-made opportunity
Groom for improvement
Urban athletes
Getting on track
Expect a gadget
Stars and streets
Virtually dressed
The success story
Interactive catalogues
Rise of the bloggers
Blogs and the press
Brave new market
A promotional tightrope
From China with cloth
The faking game
Behind the seams
Sweatshop-free clothing
Ethical fashion
Style goes back to the future
From thrift to vintage
The politics of nostalgia
Conclusion
The consumer as stylist
Reactivity and personalization
Choice fatigue
'Smart' clothing
Branding via buildings
Hybrid shopping
Nomadic designers
The end of age
References
Index