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Fashion Brands

Branding Style from Armani to Zara

Paperback Engels 2012 9780749464462
Verkooppositie 3554
Verwachte levertijd ongeveer 10 werkdagen


Op vlotte en journalistieke wijze laat 'Fashion Brands' zien hoe het gebruik van advertising, winkelinrichting en de media onze smaak voor mode veranderd hebben. Mark Tungate laat zien hoe u een simpel kledingstuk kunt omzetten in iets met mystieke allure.


Trefwoorden:marketing, branding
Aantal pagina's:228
Uitgever:Kogan Page


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Zeer goed Goed Voldoende Matig Slecht


The view from out here; Getting changed

1 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
2 Fashioning an identity
Controlling the plot; Tod's and Diesel
3 When haute couture meets high street
Strategic alliances; Chic battles cheap; Stockholm Syndrome; Viva Zara
4 The designer as brand
The new rock and roll; How to be a designer brand;
5 The store is the star
Retail cathedrals; Creativity drives consumption; Luxury theme parks and urban bazaars
6 Anatomy of a trend
Not quite -- but almost; The style bureau; The new oracles; The cool hunter
7 The image-makers
Portrait of an art director; The alternative image-maker
8 They shoot dresses, don't they?
Brand translators; The limits of experimentation
9 This year's model
Packaging beauty; Perfection and imperfection
10 Celebrity sells
11 Press to impress
12 The collections
The power behind the shows; Communication via catwalk; Haute couture laid 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 catalogues
18 Brave new market
A promotional tightrope; From China with cloth
19 The faking game
20 Behind the seams
The local solution;
21 Fashion goes back to the future
From thrift to vintage; The politics of nostalgia

The consumer as stylist; Reactivity and personalization; 'Smart' clothing; Ethical fashion; Branding via buildings; The end of age

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