Fashion Brands
(Sprache: Englisch)
Once a luxury that only the elite could afford, fashion is now accessible to all. High street brands such as Zara, Topshop and H&M have put fashion within the reach of anyone, whilst massive media attention has turned designers such as Tom Ford,...
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Once a luxury that only the elite could afford, fashion is now accessible to all. High street brands such as Zara, Topshop and H&M have put fashion within the reach of anyone, whilst massive media attention has turned designers such as Tom Ford, Alexander McQueen and Stella McCartney into brands in their own right. Fashion Brands takes you 'behind the seams', so to speak, exposing how the use of advertising, store design and the media has altered our fashion 'sense' and how a mere piece of clothing can be transformed into something with mystical allure.Packed with first-hand interviews with fashion brand gurus and industry insiders, this fully updated 3rd edition of the international bestselling Fashion Brands has its finger on the fashion pulse more firmly than ever. It now includes more on celebrity fashion brands and the rise of the 'It' girls and their influence to further analyse every aspect of fashion from a marketing perspective.
Inhaltsverzeichnis zu „Fashion Brands “
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
Autoren-Porträt von Mark Tungate
Mark Tungate is the author of the books Adland, Branded Beauty and Branded Male. He writes a weekly column for the French media magazine Strategies, and he is co-author of The Epica Book, an annual review of the best European advertising. Alongside his writing, he teaches at Parsons School of Art and Design in Paris, France.
Bibliographische Angaben
- Autor: Mark Tungate
- 2012, 242 Seiten, Maße: 15,6 x 23,4 cm, Kartoniert (TB), Englisch
- Herausgegeben: Jon Finch
- Verlag: Kogan Page
- ISBN-10: 0749464461
- ISBN-13: 9780749464462
- Erscheinungsdatum: 03.10.2012
Sprache:
Englisch
Rezension zu „Fashion Brands “
An essential primer for anyone wanting to make it big in the fashion biz Nicholas Coleridge, Managing Director, Conde Nast Useful nuggets Financial Times Tungate's absorbing and thoroughly entertaining book examines the new rules of the global fashion industry...An impressive and authoritative overview. AdBrands
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