Fashion Brands : Branding Style from Armani to Zara

by Tungate, Mark

• ISBN13: 9780749453053
• ISBN10: 0749453052
• Edition: 2nd
• Format: Hardcover
• Copyright: 2008-09-28
• Publisher: Kogan Page Ltd

Summary

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 Brandsexplores 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.

Author Biography

Mark Tungate is a journalist specializing in media, marketing, and communication.  Based in Paris, he is the author of Adland, Branded Male, and Media Monoliths (Kogan Page), and co-author of The Epica Book, an annual review of the best European advertising.

Table of Contents

Acknowledgements	p. xi
Preface to the new edition	p. xiii
Introduction	p. 1
A history of seduction	p. 7
Style addicts	p. 8
The first fashion brand	p. 9
Poiret raises the stakes	p. 11
Chanel, Dior and beyond	p. 13
The death of fashion	p. 17
The rebirth of fashion	p. 20
Surviving the crash	p. 23
Fashioning an identity	p. 25
Controlling the plot	p. 29
The Italian connection	p. 32
When haute couture meets high street	p. 39
Strategic alliances	p. 40
Chic battles cheap	p. 42
Stockholm Syndrome	p. 44
Viva Zara	p. 49
The designer as brand	p. 55
The new idols	p. 56
How to be a designer brand	p. 61
The store is the star	p. 71
Retail cathedrals	p. 73
Creativity drives consumption	p. 76
Luxury theme parks and urban bazaars	p. 79
Anatomy of a trend	p. 83
The style bureau	p. 84
The new oracles	p. 87
The cool hunter	p. 89
The image-makers	p. 93
Portrait of an art director	p. 96
The alternative image-maker	p. 99
They shoot dresses, don't they?	p. 103
Brand translators	p. 105
The limits of experimentation	p. 108
This year's model	p. 111
Packaging beauty	p. 113
Perfection and imperfection	p. 117
Celebrity sells	p. 121
When celebrities become designers	p. 125
Press to impress	p. 129
The collections	p. 137
The power behind the shows	p. 138
Communication via catwalk	p. 141
Haute couture laid low	p. 144
Front-row fever	p. 146
Accessorize all areas	p. 149
Emotional baggage	p. 152
A brand in a bottle	p. 157
Retro brands retooled	p. 163
Climbing out of a trench	p. 165
The art of plundering the past	p. 167
Targeted male	p. 171
'Very GQ'	p. 172
Fine and dandy	p. 175
A tailor-made opportunity	p. 177
Groom for improvement	p. 180
Urban athletes	p. 183
Getting on track	p. 185
Expect a gadget	p. 191
Stars and streets	p. 192
Virtually dressed	p. 195
The success story	p. 196
Interactive catalogues	p. 199
Rise of the bloggers	p. 205
Blogs and the press	p. 206
Brave new market	p. 213
A promotional tightrope	p. 216
From China with cloth	p. 218
The faking game	p. 221
Behind the seams	p. 227
Sweatshop-free clothing	p. 231
Ethical fashion	p. 234
Style goes back to the future	p. 239
From thrift to vintage	p. 241
The politics of nostalgia	p. 244
Conclusion	p. 247
The consumer as stylist	p. 248
Reactivity and personalization	p. 249
Choice fatigue	p. 249
'Smart' clothing	p. 249
Branding via buildings	p. 250
Hybrid shopping	p. 250
Nomadic designers	p. 250
The end of age	p. 251
References	p. 253
Index	p. 255
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