Tungate Mark. Fashion Brands: Branding Style from Armani to Zara

Kogan Page Ltd., 2005. — 243 p.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
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
The Italian connection
When haute couture meets high street
Strategic alliances
Chic battles cheap
Stockholm syndrome
Viva Zara
The designer as brand
The new idols
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
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
Sweatshop-free clothing
Style goes back to the future
From thrift to vintage
The politics of nostalgiaThe consumer as stylist
Reactivity and personalization
‘Smart’ clothing
Ethical fashion
Branding via buildings
The end of age