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

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Overview

"This new 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 analyses every aspect of fashion from a marketing perspective. With its finger firmly on the fashion pulse, it looks at ethical clothing, the impact of blogging and the rise of celebrity-endorsed products and ranges." Fashion Brands investigates logos, advertising, store design, psychology and the influence of the media. It also reveals how a mere piece of clothing can be transformed into something with mystical allure.

Crammed with facts and fascinating case studies, "Fashion Brands" 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 the world's fashion "sense" and looks at how store design influences what people buy.

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Editorial Reviews

From the Publisher

"[A] key acquisition for business and arts collections alike, and provides a history of fashion brands and the evolution of the fashion industry. ...A 'must' for for any collection strong in fashion and business." --The Bookwatch

"Tungate does a fine job explaining how brand marketers turn clothes and accessories into best sellers...For readers new to the subject of fashion or those interested in new trends, this short, snappy work is the place to begin. Summing Up: Highly recommended. All fashion collections."--CHOICE

Praise for the previous edition:

"General readers will enjoy this behind the scenes look into the fashion industry, and marketing and fashion merchandising students and practitioners will benefit from Tungate's many insights. Summing Up: Recommended. Upper-division undergraduate and graduate students; faculty; practitioners; and general audiences." --CHOICE

"Essential for anyone wanting to make it big in the fashion biz." --Nicholas Coleridge, Managing Director, Condé Nast

"Cohesive and light-hearted…I have since told my entire studio to pick it up and will be gladly recommending it to all the students that intern with us as a vital resource." --Anthony Keegan, Mens Design Director, Reaction & Unlisted, Kenneth Cole Productions

"Journalist Mark Tungate presents a terrific overview of many key aspects of this gritty yet ephemeral business. [He] covers everything from fashion photography to haute couture, modeling agencies, accessories, second hand clothes and even the history of department stores...Tungate goes inside fashion firms that know how to sell dreams and illusions made of Italian fabrics and fine leather. We recommend this book to marketers - even those who are not fashion minded - who want to rejuvenate their creativity and pick up some new sources of inspiration and style. --getAbstract

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Product Details

  • ISBN-13: 9780749453053
  • Publisher: Kogan Page, Ltd.
  • Publication date: 9/1/2008
  • Edition description: Second Edition
  • Edition number: 2
  • Pages: 272
  • Product dimensions: 6.40 (w) x 9.30 (h) x 1.00 (d)

Meet 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.
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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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