Fashion Brands: Branding Style from Armani to Zara

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Kogan Page Publishers, Oct 3, 2012 - Business & Economics - 240 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. 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.
 

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Contents

Introduction
1
01 A history of seduction
5
02 Fashioning an identity
21
03 When haute couture meets high street
31
04 The designer as brand
47
05 The store is the star
59
06 Anatomy of a trend
69
07 The imagemakers
79
14 Retro brands retooled
139
15 Targeted male
147
16 Urban athletes
157
17 Virtually dressed
169
18 Rise of the bloggers
177
19 The faking game
185
20 Trendy toddlers
189
21 Style goes back to the future
193

08 They shoot dresses dont they?
87
09 This years model
95
10 Celebrity sells
105
11 Press to impress
113
12 The collections
119
13 Accessorize all areas
129
22 Behind the seams
199
Conclusion
207
References
213
Index
215
Copyright

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About the author (2012)

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.