Fashion Brands

Branding Style from Armani to Zara

Mark Tungate

250 pages, parution le 20/07/2005

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Résumé

Once a luxury that only the elite could afford, fashion is now accessible to everyone. High street brands such as Zara, Topshop and H&M have made garments worthy of Prada and Gucci accessible to students and the mass market. Massive media attention has turned designers like John Galliano, Alexander McQueen and Stella McCartney into brands in their own right. Sports brands such as Nike and Adidas have transformed the image of their products from practical sportswear to "hip" fashion, attracting customers who have no interest in sport.

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. Mark Tungate examines how the use of advertising and the media has altered our fashion "sense" and looks at how store design influences what we buy.

Written in a crisp, journalistic style, the book analyzes every aspect of fashion from a marketing perspective - from brands and logos through to advertising and psychology. Filled with first-hand interviews with the world's greatest fashion brand gurus, this is the only book of its kind to study the influence of branding within the fashion industry. Fashion branding is a complex and fascinating business and Fashion Brands illustrates how a mere "garment" can be transformed into an object with seemingly mystical powers.

Fashion Brands takes us on a behind-the-scenes tour of the fashion industry as we've never seen it before. For the first time you'll find answers to questions such as:

Who invents fashion brand names?
Why do non-Fashion Brands start producing clothes?
How do fashion photographers influence brand identity?
Why is the relationship between models and brands so significant?
Why are catwalk shows so important to brands?
How have Fashion Brands (such as Ralph Lauren and Armani) moved into furniture?
Is there a future for fashion on the web?
Why are male consumers the most difficult targets for the fashion market?

L'auteur - Mark Tungate

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Sommaire

Introduction
A history of seduction
Fashioning an identity
When haute couture meets high streets
The designer as brand
...

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Kogan Page
Auteur(s)	Mark Tungate
Parution	20/07/2005
Nb. de pages	250
Format	16 x 24
Couverture	Relié
Poids	600g
Intérieur	Noir et Blanc
EAN13	9780749442996
ISBN13	978-0-7494-4299-6