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Fashion Brands: Branding Style from Armani to Zara

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Fashion Brands: Branding Style from Armani to Zara

(4 customer reviews)

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I9780749453053

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Once a luxury that only the elite could afford, fashion is now widely accessible. While brands such as Zara and H&M have made fashion an affordable choice for the mass market, sports brands such as Nike and Adidas have transformed the image of their products from merely practical to fashionable. 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. Full of first-hand interviews with key players, the book analyzes every aspect of fashion from a marketing perspective. It examines how advertising, store design and the media have altered our fashion sense. The new edition includes chapters on fashion bloggers and the rise of celebrity-endorsed products.

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Product Details

Author:	Mark Tungate
Hardcover:	272 pages
Publisher:	Kogan Page
Publication Date:	September 28, 2008
Language:	English
ISBN:	0749453052
Product Length:	9.14 inches
Product Width:	6.54 inches
Product Height:	0.9 inches
Product Weight:	1.44 pounds
Package Length:	9.21 inches
Package Width:	6.38 inches
Package Height:	1.02 inches
Package Weight:	1.28 pounds
Average Customer Rating:	based on 4 reviews

Customer Reviews

Average Customer Review: 3.5

( 4 customer reviews )
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Most Helpful Customer Reviews

6 of 6 found the following review helpful:

popular account of branding in the fashion field Nov 01, 2005 By Henry Berry "Henry Berry"
Most of the content has come up in the leading fashion and culture magazines and business media. And the topic of how marketers create consumer demand and the story of individual brands such as Nike and Gucci have been covered in other books. But Tungate brings all of these subjects, all of these themes, and all of these prominent fashion brands together for a picture of the system of which they are all a part. With his broader perspective, he also gives a global perspective not limited to the vibrant, shop-til-you-drop, U.S. market and its advanced ideology of consumerism where many of the "branding" ideas and techniques originated, but including also European and Asian markets. A media, marketing, and communication journalist, Tungate writes in a popular style with many references from popular culture and the well-known fashion marketplace.

7 of 8 found the following review helpful:

Highly Recommended! Oct 21, 2005 By Rolf Dobelli "getAbstract"
If you want to understand the true meaning of style, the fashion world can explain it. No other industry is as adept at transforming a commodity into an art form, and doing so repeatedly on a seasonal basis. Journalist Mark Tungate presents a terrific overview of many key aspects of this gritty yet ephemeral business. His wide-ranging book covers everything from fashion photography to haute couture, modeling agencies, accessories, second hand clothes and even the history of department stores. He goes into journalistic detail about established and avant-garde designers, photographers, ad agencies and trend consultants who work side by side to sell image to the public. This is a serious book, complete with the URL's of key Web sites, and profiles of the top designers who create brands. Tungate goes inside fashion firms that know how to sell dreams and illusions made of Italian fabrics and fine leather. We recommend this book to marketers - even those who are not fashion minded - who want to rejuvenate their creativity and pick up some new sources of inspiration and style.

11 of 15 found the following review helpful:

Not professional enough ! Oct 28, 2005 By William Chan
The book is lacking in two big areas:

First, the book does not have enough photo and past advertising materials to let readers to really see how the brand owner transform and execute their concepts towards building the brand identity they inteded --> (impractical, and just talk.)

Second, fashion branding is even more conceptual than the classical FMCG branding, and really take a branding professional to handle it properly. If the author is only a journalist, he should at least include some works from branding professional to make the book more useful.

To be frank, the book is just a bit better than reading fashion magazine and this is only my opinion.

William Chan
Sales and Marketing Manager

Foundations for the biz May 12, 2007 By L. Kwiat "fashionista"
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.