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Fashion Brands printed_book_paperback english - 15/11/2012 Details

ISBN 13
9780749464462
ISBN 10
0749464461
Book Subtitle
Branding Style From Armani To Zara
Publisher
Kogan Page
Book Description
Once a luxury that only the elite could afford, fashion is now accessible to all. Brands such as Zara and H&M have put fashion within the reach of anyone, while massive media attention has turned designers such as Tom Ford and Stella McCartney into brands in their own right. This third 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 analyzes 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.
Editorial Review
"[A] key acquisition for business and arts collections alike, and provides a history of fashion brands and the evolution of the fashion industry. ...A 'must' for for any collection strong in fashion and business." --The Bookwatch "Tungate does a fine job explaining how brand marketers turn clothes and accessories into best sellers...For readers new to the subject of fashion or those interested in new trends, this short, snappy work is the place to begin. Summing Up: Highly recommended. All fashion collections."--CHOICE Praise for the previous edition: "General readers will enjoy this behind the scenes look into the fashion industry, and marketing and fashion merchandising students and practitioners will benefit from Tungate's many insights. Summing Up: Recommended. Upper-division undergraduate and graduate students; faculty; practitioners; and general audiences." --CHOICE "Essential for anyone wanting to make it big in the fashion biz." --Nicholas Coleridge, Managing Director, Condé Nast "Cohesive and light-hearted…I have since told my entire studio to pick it up and will be gladly recommending it to all the students that intern with us as a vital resource." --Anthony Keegan, Mens Design Director, Reaction & Unlisted, Kenneth Cole Productions "Journalist Mark Tungate presents a terrific overview of many key aspects of this gritty yet ephemeral business. [He] covers everything from fashion photography to haute couture, modeling agencies, accessories, second hand clothes and even the history of department stores...Tungate goes inside fashion firms that know how to sell dreams and illusions made of Italian fabrics and fine leather. We recommend this book to marketers - even those who are not fashion minded - who want to rejuvenate their creativity and pick up some new sources of inspiration and style. --getAbstract Branding and marketing professionals; all those in the fashion industry; students of marketing and fashion
About the Author
Mark Tungate is the author of the books Adland, Branded Beauty and Branded Male. He writes a weekly column for the French media magazine Strategies, and he is co-author of The Epica Book, an annual review of the best European advertising. Alongside his writing, he teaches at Parsons School of Art and Design in Paris, France.
Language
English
Format
Paperback
Author
Mark Tungate
Edition Number
3
Publication Date
15/11/2012
Number of Pages
240

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