Mark Tungate

Fashion Brands (eBook, ePUB)

Branding Style from Armani to Zara

• Format: ePub

Produktbeschreibung

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 analyze every aspect of fashion from a marketing perspective.

Produktdetails

• Verlag: Kogan Page eBook
• Seitenzahl: 240
• Erscheinungstermin: 3. Oktober 2012
• Englisch
• ISBN-13: 9780749464479
• Artikelnr.: 38228315

Autorenporträt

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.

Inhaltsangabe

Preface to the third edition
Introduction
A different view
01 A history of seduction
Style addicts
The first fashion brand
Poiret raises the stakes
Chanel, Dior and beyond
The death of fashion
The rebirth of fashion
Surviving the crash
02 Fashioning an identity
Controlling the plot
The Italian connection
03 When haute couture meets high street
Strategic alliances
Chic battles cheap
Stockholm Syndrome
Viva Zara
A unique brand from Japan
04 The designer as brand
How to be a designer brand
05 The store is the star
Retail cathedrals
Creativity drives consumption
Luxury theme parks and urban bazaars
06 Anatomy of a trend
The style bureau
The new oracles
The cool hunter
07 The image-makers
Portrait of an art director
The alternative image-maker
08 They shoot dresses, don't they?
Brand translators
The limits of experimentation
09 This year's model
Packaging beauty
Perfection and imperfection
10 Celebrity sells
When celebrities become designers
11 Press to impress
12 The collections
The power behind the shows
Communication via catwalk
Haute couture low
Front-row fever
13 Accessorize all areas
Emotional baggage
A brand in a bottle
14 Retro brands retooled
Climbing out of a trench
The art of plundering the past
15 Targeted male
"Very GQ"
Fine and dandy
A tailor-made opportunity
Groom for improvement
16 Urban athletes
Getting on track
Expect a gadget
Stars and streets
17 Virtually dressed
The success story
Interactive fashion
18 Rise of the bloggers
Blogs and the press
Blogging as a business
19 The faking game
20 Trendy toddlers
A taste of Milk
21 Style goes back to the future
From thrift to vintage
22 Behind the seams
Ateliers versus factories
Ethical fashion
Conclusion
Searching for a soul
Honesty as a policy
The cachet of culture
"We are all individuals"
References
Index