Synopses & Reviews
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.
Review
"Essential for anyone wanting to make it big in the fashion biz." --
Nicholas Coleridge, MD, Condé Nast
"Journalist Mark Tungate presents a terrific overview of many key aspects of this gritty yet ephemeral business. This is a serious book... 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.com
Synopsis
* Studies the influence of branding within the fashion industry
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
Introduction
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
References
Index