Fashion Brands: Branding Style from Armani to ZaraOnce 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. |
Contents
Introduction | 1 |
Chapter 1 A history of seduction | 7 |
Chapter 2 Fashioning an identity | 25 |
Chapter 3 When haute couture meets high street | 39 |
Chapter 4 The designer as brand | 55 |
Chapter 5 The store is the star | 71 |
Chapter 6 Anatomy of a trend | 83 |
Chapter 7 The imagemakers | 93 |
Chapter 14 Retro brands retooled | 163 |
Chapter 15 Targeted male | 171 |
Chapter 16 Urban athletes | 183 |
Chapter 17 Virtually dressed | 195 |
Chapter 18 Rise of the bloggers | 205 |
Chapter 19 Brave new market | 213 |
Chapter 20 The faking game | 221 |
Chapter 21 Behind the seams | 227 |
Chapter 8 They shoot dresses dont they? | 103 |
Chapter 9 This years model | 111 |
Chapter 10 Celebrity sells | 121 |
Chapter 11 Press to impress | 129 |
Chapter 12 The collections | 137 |
Chapter 13 Accessorize all areas | 149 |
Chapter 22 Style goes back to the future | 239 |
Conclusion | 247 |
| 253 | |
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Common terms and phrases
accessories Adidas Armani art director Asprey become Bernard Arnault bloggers blogs boutique British Burberry called campaign catwalk celebrity cent Chanel China clients clothes collection colour consumers created creative customers department store designer brands Diesel Dior dress fabric factories fakes fashion brands fashion designers fashion house fashion industry fashion magazines fashion photography fashion shows Ford fragrance French Galliano garments Gaultier global glossy Gucci Harvey Nichols haute couture Hermès Hong Kong iconic inspired jeans Karl Lagerfeld label Lagerfeld launched Lenthal lifestyle logo London look Louis Vuitton luxury brands LVMH Marc Jacobs marketing Matthew Williamson Milan million Nike Paris perfume photographer Prada prêt-à-porter retail says selling sportswear stars Stella McCartney strategy street style Suzy Menkes thing Tom Ford Topshop trends upmarket Velosa vintage Vogue wear women York young designers Yves Saint Laurent Zara