Synopses & Reviews
Once a luxury that only the elite could afford, fashion is now accessible to all. Brands such as Zara and H&M have put fashion within the reach of anyone, while massive media attention has turned designers such as Tom Ford and Stella McCartney into brands in their own right.
This third edition of the international best seller 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, it analyzes every aspect of fashion from a marketing perspective. With its finger firmly on the fashion pulse, it also looks at the impact of blogging and the rise of celebrity-endorsed products and fashion ranges.
Snappy and journalistic, Fashion Brands exposes how the use of advertising, store design and the media has altered our fashion "sense" and reveals how a mere piece of clothing can be transformed into something with mystical allure.
Review
Praise for the previous edition:
"Essential for anyone wanting to make it big in the fashion biz." - Nicholas Coleridge, Managing Director, Condé Nast
"Cohesive and light-hearted…I have since told my entire studio to pick it up and will be gladly recommending it to all the students that intern with us as a vital resource." -Anthony Keegan, Mens Design Director, Reaction & Unlisted, Kenneth Cole Productions
Review
"[A] key acquisition for business and arts collections alike, and provides a history of fashion brands and the evolution of the fashion industry. ...A 'must' for for any collection strong in fashion and business." --The Bookwatch
"Tungate does a fine job explaining how brand marketers turn clothes and accessories into best sellers...For readers new to the subject of fashion or those interested in new trends, this short, snappy work is the place to begin. Summing Up: Highly recommended. All fashion collections."--CHOICE
Praise for the previous edition:
"General readers will enjoy this behind the scenes look into the fashion industry, and marketing and fashion merchandising students and practitioners will benefit from Tungate's many insights. Summing Up: Recommended. Upper-division undergraduate and graduate students; faculty; practitioners; and general audiences." --CHOICE
"Essential for anyone wanting to make it big in the fashion biz." --Nicholas Coleridge, Managing Director, Condé Nast
"Cohesive and light-hearted…I have since told my entire studio to pick it up and will be gladly recommending it to all the students that intern with us as a vital resource." --Anthony Keegan, Mens Design Director, Reaction & Unlisted, Kenneth Cole Productions
"Journalist Mark Tungate presents a terrific overview of many key aspects of this gritty yet ephemeral business. [He] covers everything from fashion photography to haute couture, modeling agencies, accessories, second hand clothes and even the history of department stores...Tungate goes inside fashion firms that know how to sell dreams and illusions made of Italian fabrics and fine leather. We recommend this book to marketers - even those who are not fashion minded - who want to rejuvenate their creativity and pick up some new sources of inspiration and style. --getAbstract
Synopsis
- New edition of the international best seller translated into more than 10 languages
- Examines the creation of designer brands such as Armani and Ralph Lauren, and high street brands like H&M
- Fully updated with more detail on celebrity fashion brands and the influence of celebrities on fashion
- Packed with first hand interviews with fashion brand gurus and industry insiders
About the Author
Mark Tungate is a journalist specializing in marketing, media, and communication. He is the author of the books Adland, Fashion Brands, Branded Beauty and Branded Male. As a journalist, Mark has written for publications such as The Times, The Telegraph, and The Independent. He has a weekly column in the French media magazine Stratégies and writes about marketing, fashion and design for the website Stylus.com. Alongside his writing, he teaches at Parsons Paris School of Art and Design.
Table of Contents
Preface to the third edition Introduction
A different view
01 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
02 Fashioning an identity
Controlling the plot
The Italian connection
03 When haute couture meets high street
Strategic alliances
Chic battles cheap
Stockholm Syndrome
Viva Zara
A unique brand from Japan
04 The designer as brand
How to be a designer brand
05 The store is the star
Retail cathedrals
Creativity drives consumption
Luxury theme parks and urban bazaars
06 Anatomy of a trend
The style bureau
The new oracles
The cool hunter
07 The image-makers
Portrait of an art director
The alternative image-maker
08 They shoot dresses, don't they?
Brand translators
The limits of experimentation
09 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 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 fashion
18 Rise of the bloggers
Blogs and the press
Blogging as a business
19 The faking game
20 Trendy toddlers
A taste of Milk
21 Style goes back to the future
From thrift to vintage
22 Behind the seams
Ateliers versus factories
Ethical fashion
Conclusion
Searching for a soul
Honesty as a policy
The cachet of culture
"We are all individuals"
References
Index