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Fashion brands : branding style from Armani to Zara

Author: Mark Tungate
Publisher: London ; Philadelphia : Kogan Page, 2012.
Edition/Format:   Book : English : 3rd edView all editions and formats
Database:WorldCat
Summary:
"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 updated new edition of the international best-seller Fashion Brands explores the popularization  Read more...
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Document Type: Book
All Authors / Contributors: Mark Tungate
ISBN: 9780749464462 0749464461 9780749464479 074946447X
OCLC Number: 782992419
Description: xii, 228 p. ; 24 cm.
Contents: Introduction : A different view --
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 --
Fashioning an identity : Controlling the plot ; The Italian connection --
When haute couture meets high street : Strategic alliances ; Chic battles cheap ; Stockholm Syndrome ; Viva Zara ; A unique brand from Japan --
The designer as brand : How to be a designer brand --
The store is the star : Retail cathedrals ; Creativity drives consumption ; Luxury theme parks and urban bazaars --
Anatomy of a trend : The style bureau ; The new oracles ; The cool hunter --
The image-makers : Portrait of an art director ; The alternative image-maker --
They shoot dresses, don't they? : Brand translators ; The limits of experimentation --
This year's model : Packaging beauty ; Perfection and imperfection --
Celebrity sells : When celebrities become designers --
Press to impress --
The collections : The power behind the shows ; Communication via catwalk ; Haute couture laid low ; Front-row fever --
Accessorize all areas : Emotional baggage ; A brand in a bottle --
Retro brands retooled : Climbing out of a trench ; The art of plundering the past --
Targeted male : 'Very GQ' ; Fine and dandy ; A tailor-made opportunity ; Groom for improvement --
Urban athletes : Getting on track ; Expect a gadget ; Stars and streets --
Virtually dressed : The success story ; Interactive fashion --
Rise of the bloggers : Blogs and the press ; Blogging as business --
The faking game --
Trendy toddlers : A taste of Milk --
Style goes back to the future : From thrift to vintage --
Behind the seams : Ateliers versus factories ; Ethical fashion --
Conclusion : Searching for a soul ; Honesty as policy ; The cachet of culture ; 'We are all individuals'.
Responsibility: Mark Tungate.

Abstract:

Explores the popularization of fashion and explains how marketers and branding experts have turned clothes and accessories into objects of desire. This title analyses every aspect of fashion from a  Read more...

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"An essential primer for anyone wanting to make it big in the fashion biz" Nicholas Coleridge, Managing Director, Conde Nast "Useful nuggets" Financial Times "Tungate's absorbing and thoroughly Read more...

 
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