Fashion Brands: Branding Style from Armani to Zara, Third Edition
- 4h 55m
- Mark Tungate
- Kogan Page
- 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.
About the Author
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.
In this Book
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A History of Seduction
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Fashioning an Identity
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When Haute Couture Meets High Street
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The Designer as Brand
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The Store is the Star
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Anatomy of a Trend
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The Image-Makers
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They Shoot Dresses, Don't They?
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This Year's Model
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Celebrity Sells
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Press to Impress
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The Collections
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Accessorize all Areas
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Retro Brands Retooled
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Targeted Male
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Urban Athletes
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Virtually Dressed
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Rise of the Bloggers
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The Faking Game
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Trendy Toddlers
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Style Goes Back to the Future
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Behind the Seams
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Conclusion
