Fashion Brands: Branding Style from Armani to Zara / Edition 2

Fashion Brands: Branding Style from Armani to Zara / Edition 2

by Mark Tungate
     
 

ISBN-10: 0749453052

ISBN-13: 9780749453053

Pub. Date: 09/01/2008

Publisher: Kogan Page, Ltd.

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

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Overview

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.

Product Details

ISBN-13:
9780749453053
Publisher:
Kogan Page, Ltd.
Publication date:
09/01/2008
Edition description:
Second Edition
Pages:
272
Product dimensions:
6.40(w) x 9.30(h) x 1.00(d)

Table of Contents

Introduction 1

1 A history of seduction 7

2 Fashioning an identity 25

3 When haute couture meets high street 39

4 The designer as brand 55

5 The store is the star 71

6 Anatomy of a trend 83

7 The image-makers 93

8 They shoot dresses, don't they? 103

9 This year's model 111

10 Celebrity sells 121

11 Press to impress 129

12 The collections 137

13 Accessorize all areas 149

14 Retro brands retooled 163

15 Targeted male 171

16 Urban athletes 183

17 Virtually dressed 195

18 Rise of the bloggers 205

19 Brave new market 213

20 The faking game 221

21 Behind the seams 227

22 Style goes back to the future 239

Conclusion 247

References 253

Index 255

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