Fashion Brands : Branding Style from Armani to Zara

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

Acknowledgementsp. xi
Preface to the new editionp. xiii
Introductionp. 1
A history of seductionp. 7
Style addictsp. 8
The first fashion brandp. 9
Poiret raises the stakesp. 11
Chanel, Dior and beyondp. 13
The death of fashionp. 17
The rebirth of fashionp. 20
Surviving the crashp. 23
Fashioning an identityp. 25
Controlling the plotp. 29
The Italian connectionp. 32
When haute couture meets high streetp. 39
Strategic alliancesp. 40
Chic battles cheapp. 42
Stockholm Syndromep. 44
Viva Zarap. 49
The designer as brandp. 55
The new idolsp. 56
How to be a designer brandp. 61
The store is the starp. 71
Retail cathedralsp. 73
Creativity drives consumptionp. 76
Luxury theme parks and urban bazaarsp. 79
Anatomy of a trendp. 83
The style bureaup. 84
The new oraclesp. 87
The cool hunterp. 89
The image-makersp. 93
Portrait of an art directorp. 96
The alternative image-makerp. 99
They shoot dresses, don't they?p. 103
Brand translatorsp. 105
The limits of experimentationp. 108
This year's modelp. 111
Packaging beautyp. 113
Perfection and imperfectionp. 117
Celebrity sellsp. 121
When celebrities become designersp. 125
Press to impressp. 129
The collectionsp. 137
The power behind the showsp. 138
Communication via catwalkp. 141
Haute couture laid lowp. 144
Front-row feverp. 146
Accessorize all areasp. 149
Emotional baggagep. 152
A brand in a bottlep. 157
Retro brands retooledp. 163
Climbing out of a trenchp. 165
The art of plundering the pastp. 167
Targeted malep. 171
'Very GQ'p. 172
Fine and dandyp. 175
A tailor-made opportunityp. 177
Groom for improvementp. 180
Urban athletesp. 183
Getting on trackp. 185
Expect a gadgetp. 191
Stars and streetsp. 192
Virtually dressedp. 195
The success storyp. 196
Interactive cataloguesp. 199
Rise of the bloggersp. 205
Blogs and the pressp. 206
Brave new marketp. 213
A promotional tightropep. 216
From China with clothp. 218
The faking gamep. 221
Behind the seamsp. 227
Sweatshop-free clothingp. 231
Ethical fashionp. 234
Style goes back to the futurep. 239
From thrift to vintagep. 241
The politics of nostalgiap. 244
Conclusionp. 247
The consumer as stylistp. 248
Reactivity and personalizationp. 249
Choice fatiguep. 249
'Smart' clothingp. 249
Branding via buildingsp. 250
Hybrid shoppingp. 250
Nomadic designersp. 250
The end of agep. 251
Referencesp. 253
Indexp. 255
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