Fashion Brands Branding Style from Armani to Zara [Paperback]

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 sellerFashion Brandsexplores 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 Brandsexposes 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.How marketing turns clothes into objects of desire
Mark Tungateis the author of the booksAdland,Branded BeautyandBranded Male. He writes a weekly column for the French media magazine Strategies, and he is co-author ofThe 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.
Preface to the third edition 

Introduction 
A different view 

01 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 

02 Fashioning an identity 
Controlling the plot 
The Italian connection 

03 When haute couture meets high street 
Strategic alliances 
Chic battllsh