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Innovation and Best Practice
for Business Success

Established 1967

Fashion Brands

Fashion Brands

Branding Style from Armani to Zara

Mark Tungate


Explore the popularization of fashion and how marketers and branding experts have turned clothes and accessories into objects of desire.

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About the book

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.

Table Of Contents

    • Chapter - 00: Introduction;
    • Chapter - 01: A history of seduction;
    • Chapter - 02: Fashioning an identity;
    • Chapter - 03: When haute couture meets high street;
    • Chapter - 04: The designer as brand;
    • Chapter - 05: The store is the star;
    • Chapter - 06: Anatomy of a trend;
    • Chapter - 07: The image-makers;
    • Chapter - 08: They shoot dresses, don't they?;
    • Chapter - 09: This year's model;
    • Chapter - 10: Celebrity sells;
    • Chapter - 11: Press to impress;
    • Chapter - 12: The collections;
    • Chapter - 13: Accessorize all areas;
    • Chapter - 14: Retro brands retooled;
    • Chapter - 15: Targeted male;
    • Chapter - 16: Urban athletes;
    • Chapter - 17: Virtually dressed;
    • Chapter - 18: Rise of the bloggers;
    • Chapter - 19: The faking game;
    • Chapter - 20: Trendy toddlers;
    • Chapter - 21: Style goes back to the future;
    • Chapter - 22: Behind the seams


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.

An essential primer for anyone wanting to make it big in the fashion biz
Nicholas Coleridge, Managing Director, Condé Nast

Book Details

  • EAN: 9780749464462
  • Edition: 3
  • Published: 3rd October 2012
  • Paperback
  • Dimensions: 234x156
  • 240 pages

About the Author

Mark Tungate is a British journalist based in Paris. He is the author of six books about branding and marketing including Adland and The Escape Industry, both published by Kogan Page. His articles have appeared in publications ranging from Campaign and Advertising Age to the Financial Times. He also has a weekly column in the French marketing journal Strategies. Alongside his writing, he heads the jury of the Epica Awards.

Mark Tungate