Fashion Brands
Fashion Brands explores the popularization of fashion and explains how marketers and branding experts have turned clothes and accessories into objects of desire.
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.
This new 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 analyses 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 transfomed into something with mystical allure.
REVIEWS :“An essential primer for anyone wanting to make it big in the
fashion biz.”
Nicholas Coleridge, Managing Director, Condé Nast
“Explores the popularization of fashion and explains how marketers
and branding experts have turned clothes and accessories into objects of
desire. The ‘back story’ of where goods come from and how they are
manufactured and sold is always fascinating, which is why Tungate’s book
so appealed.”
Publishing News
“Fashion Brands includes exclusive quotes and insights into brand
strategy from designers such as Paul Smith and Diesel founder Renzo
Rosso.”
In-Store Magazine
“Dissects the fashion industry from high street to haute couture
and gives a detailed history of fashion brands as well as explaining the
influence of branding.”
Media Week
“Men don’t shop seasonally,” says Mark Tungate, Paris-based writer
and author of Fashion Brands: Branding Style from Armani to Zara.”
Daily Telegraph
Hardback, 272 Pages, Dimensions 234 x 156 MM Language English.
Mark Tungate is the author of the bestselling Fashion Brands, as well as the recently published Adland - A Global History of Advertising, and Media Monoliths. His latest book, Branded Male, has also spawned a new blog: www.brandedmale.com
Tungate is a journalist specializing in media, marketing and communication. Based in Paris, he has a weekly column in the French media magazine Stratégies, and writes regularly about advertising, style and popular culture for the trends intelligence service WGSN and the magazine Campaign. His work has appeared in The Times, The Independent and The Telegraph newspapers.
He is also the co-author of The Epica Book, an annual review of the best European advertising. He has addressed conferences around the world and has been on the juries of several advertising competitions. He also co-hosts a weekly French television show about creative advertising.