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

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


Acknowledgements     xi
Preface to the new edition     xiii
Introduction     1
A history of seduction     7
Style addicts     8
The first fashion brand     9
Poiret raises the stakes     11
Chanel, Dior and beyond     13
The death of fashion     17
The rebirth of fashion     20
Surviving the crash     23
Fashioning an identity     25
Controlling the plot     29
The Italian connection     32
When haute couture meets high street     39
Strategic alliances     40
Chic battles cheap     42
Stockholm Syndrome     44
Viva Zara     49
The designer as brand     55
The new idols     56
How to be a designer brand     61
The store is the star     71
Retail cathedrals     73
Creativity drives consumption     76
Luxury theme parks and urban bazaars     79
Anatomy of a trend     83
The style bureau     84
The new oracles     87
The cool hunter     89
The image-makers     93
Portrait of an art director     96
The alternative image-maker     99
They shoot dresses, don't they?     103
Brand translators     105
The limits of experimentation     108
This year's model     111
Packaging beauty     113
Perfection and imperfection     117
Celebrity sells     121
When celebrities become designers     125
Press to impress     129
The collections     137
The power behind the shows     138
Communication via catwalk     141
Haute couture laid low     144
Front-row fever     146
Accessorize all areas     149
Emotional baggage     152
A brand in a bottle     157
Retro brands retooled     163
Climbing out of a trench     165
The art of plundering the past     167
Targeted male     171
'Very GQ'     172
Fine and dandy     175
A tailor-made opportunity     177
Groom for improvement     180
Urban athletes     183
Getting on track     185
Expect a gadget      191
Stars and streets     192
Virtually dressed     195
The success story     196
Interactive catalogues     199
Rise of the bloggers     205
Blogs and the press     206
Brave new market     213
A promotional tightrope     216
From China with cloth     218
The faking game     221
Behind the seams     227
Sweatshop-free clothing     231
Ethical fashion     234
Style goes back to the future     239
From thrift to vintage     241
The politics of nostalgia     244
Conclusion     247
The consumer as stylist     248
Reactivity and personalization     249
Choice fatigue     249
'Smart' clothing     249
Branding via buildings     250
Hybrid shopping     250
Nomadic designers     250
The end of age     251
References     253
Index     255

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >