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Fashion brands : branding style from Armani to Zara /

By: Tungate, Mark, 1967-.
Publisher: London ; Philadelphia : Kogan Page, 2012Edition: 3rd ed.Description: xii, 228 p. ; 24 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9780749464462; 9780749464462:; 0749464461.Subject(s): Fashion merchandising | Branding (Marketing) | Advertising -- Fashion | Advertising -- Brand name productsDDC classification: 746.920688
Contents:
Introduction : A different view -- 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 -- Fashioning an identity : Controlling the plot ; The Italian connection -- When haute couture meets high street : Strategic alliances ; Chic battles cheap ; Stockholm Syndrome ; Viva Zara ; A unique brand from Japan -- The designer as brand : How to be a designer brand -- The store is the star : Retail cathedrals ; Creativity drives consumption ; Luxury theme parks and urban bazaars -- Anatomy of a trend : The style bureau ; The new oracles ; The cool hunter -- The image-makers : Portrait of an art director ; The alternative image-maker -- They shoot dresses, don't they? : Brand translators ; The limits of experimentation -- This year's model : Packaging beauty ; Perfection and imperfection -- Celebrity sells : When celebrities become designers -- Press to impress -- The collections : The power behind the shows ; Communication via catwalk ; Haute couture laid low ; Front-row fever -- Accessorize all areas : Emotional baggage ; A brand in a bottle -- Retro brands retooled : Climbing out of a trench ; The art of plundering the past -- Targeted male : 'Very GQ' ; Fine and dandy ; A tailor-made opportunity ; Groom for improvement -- Urban athletes : Getting on track ; Expect a gadget ; Stars and streets -- Virtually dressed : The success story ; Interactive fashion -- Rise of the bloggers : Blogs and the press ; Blogging as business -- The faking game -- Trendy toddlers : A taste of Milk -- Style goes back to the future : From thrift to vintage -- 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'.
Summary: Once a luxury that only the elite could afford, fashion is now accessible to everyone. This text looks at how this transformation has happened, exploring how the marketers and branding experts have turned clothes and accessories into objects of desire.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
Standard Loan Standard Loan ATU Sligo Yeats Library Main Lending Collection 746.920688 TUN (Browse shelf(Opens below)) 1 Available 0092597
Total holds: 0

Includes bibliographical references (p. [213]-214) and index.

Introduction : A different view -- 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 -- Fashioning an identity : Controlling the plot ; The Italian connection -- When haute couture meets high street : Strategic alliances ; Chic battles cheap ; Stockholm Syndrome ; Viva Zara ; A unique brand from Japan -- The designer as brand : How to be a designer brand -- The store is the star : Retail cathedrals ; Creativity drives consumption ; Luxury theme parks and urban bazaars -- Anatomy of a trend : The style bureau ; The new oracles ; The cool hunter -- The image-makers : Portrait of an art director ; The alternative image-maker -- They shoot dresses, don't they? : Brand translators ; The limits of experimentation -- This year's model : Packaging beauty ; Perfection and imperfection -- Celebrity sells : When celebrities become designers -- Press to impress -- The collections : The power behind the shows ; Communication via catwalk ; Haute couture laid low ; Front-row fever -- Accessorize all areas : Emotional baggage ; A brand in a bottle -- Retro brands retooled : Climbing out of a trench ; The art of plundering the past -- Targeted male : 'Very GQ' ; Fine and dandy ; A tailor-made opportunity ; Groom for improvement -- Urban athletes : Getting on track ; Expect a gadget ; Stars and streets -- Virtually dressed : The success story ; Interactive fashion -- Rise of the bloggers : Blogs and the press ; Blogging as business -- The faking game -- Trendy toddlers : A taste of Milk -- Style goes back to the future : From thrift to vintage -- 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'.

Once a luxury that only the elite could afford, fashion is now accessible to everyone. This text looks at how this transformation has happened, exploring how the marketers and branding experts have turned clothes and accessories into objects of desire.

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