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" Fashion brands : "
Mark Tungate
| Document Type
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BL
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| Record Number
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688184
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| Doc. No
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b510373
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| Main Entry
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Tungate, Mark,1967-
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| Title & Author
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Fashion brands : : branding style from Armani to Zara /\ Mark Tungate
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| Edition Statement
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2nd ed
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| Publication Statement
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London ;Philadelphia :: Kogan Page,, 2008
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| Page. NO
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xv, 264 p., [16] p. of plates :: col. ill. ;; 24 cm
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| ISBN
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0749453052
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: 9780749453053
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| Bibliographies/Indexes
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Includes bibliographical references (p. [253]-254) and index
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| Contents
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1. 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 -- 2. Fashioning an identity : Controlling the plot -- The Italian connection -- 3. When haute couture meets high street : Strategic alliances -- Chic battles cheap -- Stockholm Syndrome -- Viva Zara -- 4. The designer as brand : The new idols -- How to be a designer brand -- 5. The store is the star : Retail cathedrals -- Creativity drives consumption -- Luxury theme parks and urban bazaars -- 6. Anatomy of a trend : The style bureau -- The new oracles -- The cool hunter -- 7. The image-makers : Portrait of an art director -- The alternative image-maker -- 8. They shoot dresses, don't they? : Brand translators -- The limits of experimentation -- 9. 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 laid 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 catalogues -- 18. Rise of the bloggers : Blogs and the press -- 19. Brave new market : A promotional tightrope -- From China with cloth -- 20. The faking game -- 21. Behind the seams : Sweatshop-free clothing -- Ethical fashion -- 22. Style goes back to the future : From thrift to vintage -- The politics of nostalgia -- Conclusion : The consumer as stylist -- Reactivity and personalization -- Choice fatigue -- 'Smart' clothing -- Branding via buildings -- Hybrid shopping -- Nomadic designers -- The end of age.
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| Abstract
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"Once a luxury that only the elite could afford, fashion is now widely accessible. While brands such as Zara and H&M have made fashion an affordable choice for the mass market, sports brands such as Nike and Adidas have transformed the image of their products from merely practical to fashionable. How has this transformation occurred? 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, the book analyzes every aspect of fashion from a marketing perspective. It examines how advertising, store design and the media have altered our fashion sense. The new edition includes chapters on fashion bloggers and the rise of celebrity-endorsed products." -- Publisher's description
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| Subject
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Advertising-- Fashion
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| Subject
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Branding (Marketing)
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| Subject
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Fashion merchandising
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