Fashion brands branding style from Armani to Zara /

• Main Author: Tungate, Mark, 1967-
• Corporate Author: Gale Group.
• Format: Electronic
• Language: English
• Published: London, U.K. : Kogan Page, 2008.
• Edition: 2nd ed.
• Series: Gale virtual reference library
• Subjects: Fashion merchandising.; Branding (Marketing); Advertising > Fashion.
• Online Access: Available for Universiti Teknologi MARA via Gale Virtual Reference Library. Click here to access

Explores the popularization of fashion and explains how marketers and branding experts have turned clothes and accessories into objects of desire. Analyzes every aspect of fashion from a marketing perspective.

Table of Contents:

• A history of seduction
• Fashioning an identity
• When haute couture meets high street
• The designer as brand
• The store is the star
• Anatomy of a trend
• The image-makers
• They shoot dresses, don't they?
• This year's model
• Celebrity sells
• Press to impress
• The collections
• Accessorize all areas
• Retro brands retooled
• Targeted male
• Urban athletes
• Virtually dressed
• Rise of the bloggers
• Brave new market
• The faking game
• Behind the seams
• Style goes back to the future
• Conclusion.