Fashion brands : branding style from Armani to Zara
"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 looks at ethical clothing, the impact of blogging and the rise of celebrity-endorsed products and ranges." "Fashion Brands investigates logos, advertising, store design, psychology and the influence of the media. It also reveals how a mere piece of clothing can be transformed into something with mystical allure."--Jacket
xv, 264 pages, 16 unnumbered pages of plates : color illustrations ; 24 cm
9780749453053, 0749453052
213358274
Available in another form:
1. 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
2. Fashioning an identity : Controlling the plot
The Italian connection
3. When haute couture meets high street : Strategic alliances
Chic battles cheap
Stockholm Syndrome
Viva Zara
4. The designer as brand : The new idols
How to be a designer brand
5. The store is the star : Retail cathedrals
Creativity drives consumption
Luxury theme parks and urban bazaars
6. Anatomy of a trend : The style bureau
The new oracles
The cool hunter
7. The image-makers : Portrait of an art director
The alternative image-maker
8. They shoot dresses, don't they? : Brand translators
The limits of experimentation
9. 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 laid 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 catalogues
18. Rise of the bloggers : Blogs and the press
19. Brave new market : A promotional tightrope
From China with cloth
20. The faking game
21. Behind the seams : Sweatshop-free clothing
Ethical fashion
22. Style goes back to the future : From thrift to vintage
The politics of nostalgia
Conclusion : The consumer as stylist
Reactivity and personalization
Choice fatigue
'Smart' clothing
Branding via buildings
Hybrid shopping
Nomadic designers
The end of age
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