Fashion brands : branding style from Armani to Zara

Tungate writes in a style that's easy to follow, articulate, and knowledgeable. The book is broken down into 21 chapters that cover everything from street style to haute couture to counterfeits. It's a must read for anyone who is in the fashion business and wants to know just what it takes to make a brand. The branding style that Tungate covers are the biggest designers to date as well as those up an coming. It reads very smoothly and you walk away with an immense knowledge of all these different brands. Did you know that the first Nike shoe was created by pouring rubber into a waffle maker? Exactly. Neither did I. The view from out here; getting changed 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 Fashioning an identity Controlling the plot; Tod's and Diesel When haute couture meets high street Strategic alliances; chic battles cheap; stockholm syndrome; viva Zara The designer as brand The new rock and roll; how to be a designer brand; The store is the star Retail cathedrals; creativity drives consumption; luxury theme parks and urban bazaars Anatomy of a trend Not quite but almost; the style bureau; the new oracles; the cool hunter The image-makers Portrait of an art director; the alternative image-maker They shoot dresses, don't they? Brand translators; the limits of experimentation This year's model Packaging beauty; perfection and imperfection Celebrity sells Press to impress The collections The power behind the shows; communication via catwalk; haute couture laid low; front-row fever Accessorize all areas Emotional baggage; a brand in a bottle Retro brands retooled Climbing out of a trench; the art of plundering the past Targeted male 'Very GQ'; fine and dandy; a tailor-made opportunity; groom for improvement Urban athletes Getting on track; expect a gadget; stars and streets Virtually dressed The success story; interactive catalogues Brave new market A promotional tightrope; from China with cloth The faking game Behind the seams The local solution; Fashion goes back to the future From thrift to vintage; the politics of nostalgia Conclusion. The only book of its kind to study the influence of branding within the fashion industry Analyzes every aspect of fashion through the prism of marketing: brands, logos, advertising and psychology Written in a crisp, journalistic style Packed with first-hand interviews with the world's great fashion brand gurus Examines the creation of designer brands such as Armani and Ralph Lauren, and high street brands such as Topshop and H & M Crammed with facts and fascinating case studies Once a luxury that only the elite could afford, fashion is now accessible to everyone. High street brands such as Zara, Topshop and H & M have put garments worthy of Prada and Gucci within the reach of students' pockets. Massive media attention has turned designers such as Tom Ford, Alexander McQueen and Stella McCartney into brands in their own right. Sports brands such as Nike and Adidas have changed the image of their brands from practical sports wear to 'hip' fashion - attracting customers to their products who have no interest in sport. How has this transformation happened? Media Monoliths Provides An In-depth Analysis Of 20 Of The World's Most Famous Media Brands. Using History, Anecdotes And Exclusive Interviews With Senior Management And Editors, The Author Attempts To Identify The Magic Formula That Has Enabled A Handful Of Media Giants To Dominate The Global Media Landscape. Media Monoliths Will Appeal To Anybody Interested In Successful Brands, How They Are Marketed And The People Behind Them. For All Those Studying Or Working In The Media, It Should Be Compulsory Reading. --publisher. Broadcasters. Cnn International ; Bbc World ; Mtv -- Newspapers. The Times ; Financial Times ; The Wall Street Journal ; International Herald Tribune ; The New York Times ; El Paí́s ; Die Zeit ; Corriere Della Sera ; Libération -- Magazines. Time ; National Geographic ; Playboy ; Paris Match ; The Economist ; Vogue -- Information Providers. Reuters ; Bloomberg -- Conclusion : How To Build A Media Monolith. Mark Tungate. Includes Bibliographical References (p. [250]-251) And Index. 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. A History Of Seduction -- Fashioning An Identity -- When Haute Couture Meets High Street -- The Designer As Brand -- The Store Is The Star -- Anatomy Of A Trend -- The Image-makers -- They Shoot Dresses, Don't They? -- This Year's Model -- Celebrity Sells -- Press To Impress -- The Collections -- Accessorize All Areas -- Retro Brands Retooled -- Targeted Male -- Urban Athletes -- Virtually Dressed -- Brave New Market -- The Faking Game -- Behind The Seams -- Style Goes Back To The Future. Mark Tungate. Includes Bibliographical References (p. [231]-232) And Index. In an increasingly cluttered media landscape, an elite group of brands stands out: newspapers, magazines and broadcasters with longevity, power, and instant brand recognition. Over decades - and often centuries - they have consolidated their positions against fierce competition, the rise and fall of the global economy and the emergence of the Internet Once a luxury that only the elite could afford, fashion is now accessible to everyone. This text looks at how this transformation has happened, exploring how the marketers and branding experts have turned clothes and accessories into objects of desire * The first book to provide an in-depth analysis of 20 of the world's most famous media brands