Explore the popularization of fashion and how marketers and branding experts have turned clothes and accessories into objects of desire with this insightful and practical guide to fashion branding.
Explore the popularization of fashion and how marketers and branding experts have turned clothes and accessories into objects of desire with this insightful and practical guide to fashion branding.
Mark Tungate is the author of the books Adland, Branded Beauty and Branded Male. He writes a weekly column for the French media magazine Strategies, and he is co-author of The Epica Book, an annual review of the best European advertising. Alongside his writing, he teaches at Parsons School of Art and Design in Paris, France.
Inhaltsangabe
Preface to the third edition Introduction A different view 01 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 02 Fashioning an identity Controlling the plot The Italian connection 03 When haute couture meets high street Strategic alliances Chic battles cheap Stockholm Syndrome Viva Zara A unique brand from Japan 04 The designer as brand How to be a designer brand 05 The store is the star Retail cathedrals Creativity drives consumption Luxury theme parks and urban bazaars 06 Anatomy of a trend The style bureau The new oracles The cool hunter 07 The image-makers Portrait of an art director The alternative image-maker 08 They shoot dresses, don't they? Brand translators The limits of experimentation 09 This year's model Packaging beauty Perfection and imperfection 10 Celebrity sells When celebrities become designers 11 Press to impress 12 The collections The power behind the shows Communication via catwalk Haute couture low Front-row fever 13 Accessorize all areas Emotional baggage A brand in a bottle 14 Retro brands retooled Climbing out of a trench The art of plundering the past 15 Targeted male "Very GQ" Fine and dandy A tailor-made opportunity Groom for improvement 16 Urban athletes Getting on track Expect a gadget Stars and streets 17 Virtually dressed The success story Interactive fashion 18 Rise of the bloggers Blogs and the press Blogging as a business 19 The faking game 20 Trendy toddlers A taste of Milk 21 Style goes back to the future From thrift to vintage 22 Behind the seams Ateliers versus factories Ethical fashion Conclusion Searching for a soul Honesty as a policy The cachet of culture "We are all individuals" References Index
Preface to the third edition Introduction A different view 01 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 02 Fashioning an identity Controlling the plot The Italian connection 03 When haute couture meets high street Strategic alliances Chic battles cheap Stockholm Syndrome Viva Zara A unique brand from Japan 04 The designer as brand How to be a designer brand 05 The store is the star Retail cathedrals Creativity drives consumption Luxury theme parks and urban bazaars 06 Anatomy of a trend The style bureau The new oracles The cool hunter 07 The image-makers Portrait of an art director The alternative image-maker 08 They shoot dresses, don't they? Brand translators The limits of experimentation 09 This year's model Packaging beauty Perfection and imperfection 10 Celebrity sells When celebrities become designers 11 Press to impress 12 The collections The power behind the shows Communication via catwalk Haute couture low Front-row fever 13 Accessorize all areas Emotional baggage A brand in a bottle 14 Retro brands retooled Climbing out of a trench The art of plundering the past 15 Targeted male "Very GQ" Fine and dandy A tailor-made opportunity Groom for improvement 16 Urban athletes Getting on track Expect a gadget Stars and streets 17 Virtually dressed The success story Interactive fashion 18 Rise of the bloggers Blogs and the press Blogging as a business 19 The faking game 20 Trendy toddlers A taste of Milk 21 Style goes back to the future From thrift to vintage 22 Behind the seams Ateliers versus factories Ethical fashion Conclusion Searching for a soul Honesty as a policy The cachet of culture "We are all individuals" References Index
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