Fashion Brands: Branding Style from Armani to Zara [Hardcover]

"An essential primer for anyone wanting to make it big in the fashion biz." Nicholas Coleridge, Managing Director, Conde Nast "Explores the popularization of fashion and explains how marketers and branding experts have turned clothes and accessories into objects of desire. The 'back story' of where goods come from and how they are manufactured and sold is always fascinating, which is why Tungate's book so appealed." Publishing News "Fashion Brands includes exclusive quotes and insights into brand strategy from designers such as Paul Smith and Diesel founder Renzo Rosso." In-Store Magazine "Dissects the fashion industry from high street to haute couture and gives a detailed history of fashion brands as well as explaining the influence of branding." Media Week "Men don't shop seasonally," says Mark Tungate, Paris-based writer and author of Fashion Brands: Branding Style from Armani to Zara." Daily Telegraph "Useful nuggets" Financial Times "Littered with amusing anecdotes." Marketing "Includes brand strategy insights from designers such as Paul Smith and Deisel founder Renzo Rosso, interviews with influential industry figures and behind-the-scenes reports." Fashion Business International "An interesting read for anyone involved in the fashion or marketing sector." International Textiles "getAbstract.com recommends 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." www.getAbstract.com "Drawing on research and interviews (he had no experience with the fashion industry before writing this book), he writes in a conversational manner for a general readership and for professionals involved with marketing." Reference & Research Book News "This is the most fun non-fiction book that I've read in a long time, while simultaneously unique and useful. Written in a witty and readable journalistic style, this book unravels the magic behind an industry that uses more smoke and mirrors than Hollywood." Anoop Maini, Chartered Management Institute (www. Managers.org.uk) "Tungate's absorbing and thoroughly entertaining book examines the new rules of the global fashion industry... An impressive and authoritative overview of what is arguably the world's original brand name industry." AdBrands.net "Journalist Mark Tungate presents a terrific overview of many key aspects of this gritty yet ephemeral business." Reader review by Rolf Dobelli, Amazon.com "Most of the content has come up in the leading fashion and culture magazines and business media... 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." The Midwest Book Review "Explores the popularization of fashion and explains how marketers and branding have turned clothes and accessories into objects of desire." www.brandrepublic.com "Interesting things to say about the effects of the global marketplace on fashion brands." Drapers "Will appeal to fashion students and those with an interest in the business side of the fashion world." Sew Today

"Useful nuggets"

“Tungate has distilled the very essence of the modern fashion industry in this elegantly written book. Essential reading.”

“Cuts through the marketing magic to capture the essence of fashion brands.”

Fashion Brands explores the popularization of fashion and explains how marketers and branding experts have turned clothes and accessories into objects of desire.

“Useful nuggets”

“Littered with amusing anecdotes.”

“An interesting read for anyone involved in the fashion or marketing sector.”

“Explores the popularization of fashion and explains how marketers and branding have turned clothes and accessories into objects of desire

“Journalist Mark Tungate presents a terrific overview of many key aspects of this gritty yet ephemeral business.”

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 put garments worthy of Prada and Gucci within the reach of students' pockets. Massive media attention has turned designers such as Tom Ford, Alexander McQueen and Stella McCartney into brands in their own right. Sports brands such as Nike and Adidas have changed the image of their brands from practical sports wear to 'hip' fashion - attracting customers to their products who have no interest in sport.

How has this transformation happened? Fashion Brands explores the popularization of fashion and explains how marketers and branding experts have turned clothes and accessories into objects of desire. It examines how the use of advertising and the media has altered our fashion 'sense' and looks at how store design influences what we buy.

Fashion Brands
Branding Style from Armani to Zara
Mark Tungate
"An essential primer for anyone wanting to make it big in the fashion biz."
Nicholas Coleridge, Managing Director, Condé Nast

FRONT FLAP:

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.

REAR COVER:

"Tungate has distilled the very essence of the modern fashion industry in this elegantly written book. Essential reading."
Roger Tredre, Editor-in-Chief, Worth Global Style Network (WGSN)

"Cuts through the marketing magic to capture the essence of fashion brands."
Antonella Viero, Head of Communications, Diesel

Fashion Brands takes us on a behind-the-scenes tour of the fashion industry as we’ve never seen it before. For the first time you’ll find answers to questions
such as:

• Who invents fashion brand names?
• Why do non-fashion brands start producing clothes?
• How do fashion photographers influence brand identity?
• Why is the relationship between models and brands so significant?
• Why are catwalk shows so important to brands?
• How have fashion brands (such as Ralph Lauren and Armani) moved into
furniture?
• Is there a future for fashion on the web?
• Why are male consumers the most difficult targets for the fashion market?

"Tungate has distilled the very essence of the modern fashion industry in this elegantly written book. Essential reading."
Roger Tredre, Editor-in-Chief, Worth Global Style Network (WGSN)

"Cuts through the marketing magic to capture the essence of fashion brands."
Antonella Viero, Head of Communications, Diesel

Fashion Brands takes us on a behind-the-scenes tour of the fashion industry as we’ve never seen it before. For the first time you’ll find answers to questions
such as:

• Who invents fashion brand names?
• Why do non-fashion brands start producing clothes?
• How do fashion photographers influence brand identity?
• Why is the relationship between models and brands so significant?
• Why are catwalk shows so important to brands?
• How have fashion brands (such as Ralph Lauren and Armani) moved into
furniture?
• Is there a future for fashion on the web?
• Why are male consumers the most difficult targets for the fashion market?

REAR FLAP:

Mark Tungate is a journalist specializing in media, marketing and communication. Based in Paris, he has a weekly column in the French media magazine Stratégies and writes regularly about advertising, style and culture for the magazines Campaign and CNN Traveller and for the trends intelligence service WGSN. He is author of Media Monoliths, published by Kogan Page in 2004, which describes how great media brands thrive and survive. He is also the co-author of The Epica Book, an annual review of the best European advertising. He has addressed conferences around the world and has been on the juries of several advertising competitions.

Mark Tungate is a journalist specializing in media, marketing and communication. Based in Paris, he also writes regularly about style and culture for magazines such as This City Paris, CNN Traveller and Travel and Leisure. He is also the author of Media Monoliths (Kogan Page).

Who invents fashion brand names? Why do non-fashion brand names such as Virgin start making clothes? How do fashion photographers influence brand identity? Why is the relationship between models and brands so significant? Why are fashion collections so important to brands? How have fashion brands (such as Ralph Lauren and Armani) moved into furniture? Is there a future for fashion on the web? Why are male consumers the hardest targets for the fashion market?