Fashion Brands: Branding Style from Armani to Zara

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Fashion Brands: Branding Style from Armani to Zara

Format:  Paperback,

228 pages

Publisher: Kogan Page Ltd

Publish Date: Nov 2012

ISBN-13: 9780749464462

ISBN-10: 0749464461

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Book Information

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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.

Specifications

Publisher: Kogan Page Ltd
Publish Date: Nov 2012
ISBN-13: 9780749464462
ISBN-10: 0749464461
Format: Paperback
Number of Pages: 228
Shipping Weight (in pounds): 0.82
Product in Inches (L x W x H): 6.25 x 9.25 x 0.75
Walmart No.: 9780749464462

Chapter outline

Preface to the third editionp. xi
Introductionp. 1
A different viewp. 3
A history of seductionp. 5
Style addictsp. 6
The first fashion brandp. 7
Poiret raises the stakesp. 8
Chanel, Dior and beyondp. 10
The death of fashionp. 13
The rebirth of fashionp. 16
Surviving the crashp. 19
Fashioning an identityp. 21
Controlling the plotp. 23
The Italian connectionp. 25
When haute couture meets high streetp. 31
Strategic alliancesp. 32
Chic battles cheapp. 33
Stockholm Syndromep. 35
Viva Zarap. 39
A unique brand from Japanp. 43
The designer as brandp. 47
How to be a designer brandp. 51
The store is the starp. 59
Retail cathedralsp. 60
Creativity drives consumptionp. 63
Luxury theme parks and urban bazaarsp. 65
Anatomy of a trendp. 69
The style bureaup. 70
The new oraclesp. 73
The cool hunterp. 74
The image-makersp. 79
Portrait of an art directorp. 81
The alternative image-makerp. 83
They shoot dresses, don't they?p. 87
Brand translatorsp. 88
The limits of experimentationp. 92
This year's modelp. 95
Packaging beautyp. 97
Perfection and imperfectionp. 101
Celebrity sellsp. 105
When celebrities become designersp. 108
Press to impressp. 113
The collectionsp. 119
The power behind the showsp. 120
Communication via catwalkp. 122
Haute couture laid lowp. 125
Front-row feverp. 127
Accessorize all areasp. 129
Emotional baggagep. 130
A brand in a bottlep. 135
Retro brands retooledp. 139
Climbing out of a trenchp. 141
The art of plundering the pastp. 142
Targeted malep. 147
'Very GQ'p. 147
Fine and dandyp. 149
A tailor-made opportunityp. 152
Groom for improvementp. 154
Urban athletesp. 157
Getting on trackp. 159
Expect a gadgetp. 164
Stars and streetsp. 166
Virtually dressedp. 169
The success storyp. 170
Interactive fashionp. 173
Rise of the bloggersp. 177
Blogs and the pressp. 178
Blogging as a businessp. 181
The faking gamep. 185
Trendy toddlersp. 189
A taste of Milkp. 190
Style goes back to the futurep. 193
From thrift to vintagep. 195
Behind the seamsp. 199
Ateliers versus factoriesp. 202
Ethical fashionp. 203
Conclusionp. 207
Searching for a soulp. 208
Honesty as a policyp. 208
The cachet of culturep. 210
'We are all individuals'p. 211
Referencesp. 213
Indexp. 215

Book description

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.

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