Fashion Brands - Softcover

Mark Tungate

Softcover

ISBN 10: 0749456817 ISBN 13: 9780749456818

Publisher: Kogan Page, 2012

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 made garments worthy of Prada and Gucci accessible to students and the mass market. Massive media attention has turned designers like John Galliano, Alexander McQueen and Stella McCartney into brands in their own right. Sports brands such as Nike and Adidas have transformed the image of their products from practical sportswear to "hip" fashion, attracting customers who have no interest in sport. How has this transformation occurred? Fashion Brands explores the popularization of fashion and explains how marketers and branding experts have turned clothes and accessories into objects of desire. Mark Tungate examines how the use of advertising and the media has altered our fashion "sense" and looks at how store design influences what we buy. Written in a crisp, journalistic style, the book analyzes every aspect of fashion from a marketing perspective from brands and logos through to advertising and psychology. Filled with first-hand interviews with the world s greatest fashion brand gurus, this is the only book of its kind to study the influence of branding within the fashion industry. Fashion branding is a complex and fascinating business and Fashion Brands illustrates how a mere garment can be transformed into an object with seemingly mystical powers. Fashion Brands takes us on a behind-the-scenes tour of the fashion industry as we ve never seen it before.

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About the Author:

Mark Tungate is a journalist specializing in media, marketing and communication. Based in Paris, he has a weekly column in the French media magazine Strat�gies, and writes regularly about advertising, style and culture for the magazines Campaign and CNN Traveller and for the trends intelligence service WGSN.

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