Fashion brands : branding style from Armani to Zara
Author(s)
Bibliographic Information
Fashion brands : branding style from Armani to Zara
Kogan Page, 2008
2nd ed
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Note
Includes bibliographical references (p. [253]-254) and index
First ed: 2005
Description and Table of Contents
Description
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.
Table of Contents
[ct]contents [con]acknowledgements 00 [#] preface to the first edition 00 [#] introduction 00 [#] 1 a history of seduction 00 style addicts 00 the first fashion brand 00 poiret raises the stakes 00 chanel, dior and beyond 00 the death of fashion 00 the rebirth of fashion 00 surviving the crash 00 [#] 2 fashioning an identity 00 controlling the plot 00 the italian connection 00 [#] 3 when haute couture meets high street 00 strategic alliances 00 chic battles cheap 00 stockholm syndrome 00 viva zara 00 [#] 4 the designer as brand 00 the new idols 00 how to be a designer brand 00 [#] 5 the store is the star 00 retail cathedrals 00 creativity drives consumption
by "Nielsen BookData"
