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Tungate, Mark, 1967-
Fashion brands : branding style from Armani to Zara / Mark Tungate
3rd ed
London ; Philadelphia : Kogan Page, 2012
book jacket
Location Call Number Status
 3rd Floor  HD9940.A2 T86 2012    AVAILABLE
Subject(s) Fashion merchandising
Branding (Marketing)
Advertising -- Fashion
Physical Description xii, 228 p. ; 24 cm
Note Includes bibliographical references (p. [213]-214) and index
1. A history of seduction -- 2. Fashioning an identity -- 3. When haute couture meets high street -- 4. The designer as brand -- 5. The store is the star -- 6. Anatomy of a trend -- 7. The image-makers -- 8. They shoot dresses, don't they? -- 9. This year's model -- 10. Celebrity sells -- 11. Press to impress -- 12. The collections -- 13. Accessorize all areas -- 14. Retro brands retooled -- 15. Targeted male -- 16. Urban athletes -- 17. Virtually dressed -- 18. Rise of the bloggers -- 19. The faking game -- 20. Trendy todlers -- 21. Style goes back to the future -- 22. Behind the seams
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 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 transformed into something with mystical allure"--Provided by publisher
NOTE 520704

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