Fashion Brands: Branding Style from Armani to Zara
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.
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Chapter 1 A history of seduction
Chapter 2 Fashioning an identity
Chapter 3 When haute couture meets high street
Chapter 4 The designer as brand
Chapter 5 The store is the star
Chapter 6 Anatomy of a trend
Chapter 7 The imagemakers
Chapter 14 Retro brands retooled
Chapter 15 Targeted male
Chapter 16 Urban athletes
Chapter 17 Virtually dressed
Chapter 18 Rise of the bloggers
Chapter 19 Brave new market
Chapter 20 The faking game
Chapter 21 Behind the seams