Fashion Brands: Branding Style from Armani to Zara

Przednia okładka
Kogan Page Publishers, 2008 - 264
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.
 

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Spis treści

Introduction
1
Chapter 1 A history of seduction
7
Chapter 2 Fashioning an identity
25
Chapter 3 When haute couture meets high street
39
Chapter 4 The designer as brand
55
Chapter 5 The store is the star
71
Chapter 6 Anatomy of a trend
83
Chapter 7 The imagemakers
93
Chapter 14 Retro brands retooled
163
Chapter 15 Targeted male
171
Chapter 16 Urban athletes
183
Chapter 17 Virtually dressed
195
Chapter 18 Rise of the bloggers
205
Chapter 19 Brave new market
213
Chapter 20 The faking game
221
Chapter 21 Behind the seams
227

Chapter 8 They shoot dresses dont they?
103
Chapter 9 This years model
111
Chapter 10 Celebrity sells
121
Chapter 11 Press to impress
129
Chapter 12 The collections
137
Chapter 13 Accessorize all areas
149
Chapter 22 Style goes back to the future
239
Conclusion
247
References
253
Index
255
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Informacje o autorze (2008)

Mark Tungate, author of the bestselling Adland and Branded Male, is a journalist specializing in media, marketing and communication. Based in Paris, he writes regularly about advertising, style and popular culture for the French media magazine Stratégies, the trends intelligence service WGSN, Campaign magazine and The Times, The Independent and The Telegraph. He is also the co-author of The Epica Book, an annual review of the best European advertising, and he co-hosts a weekly French television show about creative advertising.

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