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Fashion Brands: Branding Style from Armani to Zara
     

Fashion Brands: Branding Style from Armani to Zara

by Mark Tungate
 

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Once a luxury that only the elite could afford, fashion is now accessible to all. High street brands such as Zara, Topshop and H&M have put fashion within the reach of anyone, whilst massive media attention has turned designers such as Tom Ford, Alexander McQueen and Stella McCartney into brands in their own right. Fashion Brands takes you 'behind the seams', so to

Overview

Once a luxury that only the elite could afford, fashion is now accessible to all. High street brands such as Zara, Topshop and H&M have put fashion within the reach of anyone, whilst massive media attention has turned designers such as Tom Ford, Alexander McQueen and Stella McCartney into brands in their own right. Fashion Brands takes you 'behind the seams', so to speak, exposing how the use of advertising, store design and the media has altered our fashion 'sense' and how a mere piece of clothing can be transformed into something with mystical allure. Packed with first-hand interviews with fashion brand gurus and industry insiders, this fully updated 3rd edition of the international bestselling Fashion Brands has its finger on the fashion pulse more firmly than ever. It now includes more on celebrity fashion brands and the rise of the 'It' girls and their influence to further analyse every aspect of fashion from a marketing perspective.

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

Product Details

ISBN-13:
9780749464479
Publisher:
Kogan Page, Ltd.
Publication date:
10/03/2012
Sold by:
Barnes & Noble
Format:
NOOK Book
Pages:
272
File size:
809 KB

What People are Saying About This

From the Publisher
Essential for anyone wanting to make it big in the fashion biz." — Nicholas Coleridge, MD, Condé Nast 

"Journalist Mark Tungate presents a terrific overview of many key aspects of this gritty yet ephemeral business. This is a serious book... 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.com

Meet the Author

Mark Tungate is a British journalist based in Paris. He is the author of six books about branding and marketing including Adland and The Escape Industry, both published by Kogan Page. His articles have appeared in publications ranging from Campaign and Advertising Age to the Financial Times. He also has a weekly column in the French marketing journal Strategies. Alongside his writing, he heads the jury of the Epica Awards.
Mark Tungate is the author of the bestselling book Fashion Brands, as well as Adland - A Global History of Advertising, Branded Male, and Luxury World. His latest book is Branded Beauty - How Marketing Changed the Way We Look. Mark is a journalist specializing in branding and communication. Based in Paris, he has a weekly column in the French media magazine Stratégies, and writes regularly about advertising, style and popular culture for the trends intelligence service Stylus.com. His work has appeared in national newspapers such as The Times, The Independent, The Financial Times and The Telegraph. He is also the author of The Epica Book, an annual review of the best European advertising. He has addressed conferences around the world and has been on the juries of several advertising competitions.

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