Fashion Brands: Branding Style from Armani to Zara

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Kogan Page Publishers, Sep 3, 2008 - Business & Economics - 256 pages
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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. 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 also looks at the impact of blogging and the rise of celebrity-endorsed products and fashion ranges. Snappy and journalistic, Fashion Brands exposes how the use of advertising, store design and the media has altered our fashion 'sense' - and reveals how a mere piece of clothing can be transfomed into something with mystical allure.
  

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Contents

Introduction
1
Chapter 1 A history of seduction
7
Chapter 2 Fashioning an identity
25
Chapter 3 When haute couture meets high street
39
Chapter 4 The designer as brand
55
Chapter 5 The store is the star
71
Chapter 6 Anatomy of a trend
83
Chapter 7 The imagemakers
93
Chapter 14 Retro brands retooled
163
Chapter 15 Targeted male
171
Chapter 16 Urban athletes
183
Chapter 17 Virtually dressed
195
Chapter 18 Rise of the bloggers
205
Chapter 19 Brave new market
213
Chapter 20 The faking game
221
Chapter 21 Behind the seams
227

Chapter 8 They shoot dresses dont they?
103
Chapter 9 This years model
111
Chapter 10 Celebrity sells
121
Chapter 11 Press to impress
129
Chapter 12 The collections
137
Chapter 13 Accessorize all areas
149
Chapter 22 Style goes back to the future
239
Conclusion
247
References
253
Index
255
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