Fashion Brands: Branding Style from Armani to Zara 3rd Revised edition

Tungate, a journalist specializing in media, marketing, and communication, examines the world of fashion from a brand perspective. He draws on interviews with individuals working in fashion to detail the history of fashion brands; the creation of successful brands like Burberry and Diesel; the growing connection between haute couture and high street, with examples like H&M, Zara, and Uniqlo; designers as brands; stores as the keys to brands; the creation of trends; fashion advertising; the influence of photographers, models, celebrities, and magazines; collections and fashion shows; new products like accessories and fragrances; retro brands that have been retooled, such as Gucci; increased marketing towards men; sports brands; the influence of bloggers; the rise of fakes; vintage clothing; and sweatshops and labor issues. Updated, this edition includes information on topics like social media and technology, and the increasing importance of children's fashion. Annotation ©2012 Book News, Inc., Portland, OR (booknews.com)
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 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 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 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 transformed into something with mystical allure.