Overview

Once a luxury that only the elite could afford, fashion is now accessible to all. High street brands such as Zara, Topshop and H&M have put fashion within the reach of anyone, whilst massive media attention has turned designers such as Tom Ford, Alexander McQueen and Stella McCartney into brands in their own right. Fashion Brands takes you 'behind the seams', so to speak, exposing how the use of advertising, store design and the media has altered our fashion 'sense' and how a mere piece of clothing can be transformed into something with mystical allure. Packed with first-hand interviews with fashion brand gurus and industry insiders, this fully updated 3rd edition of the international bestselling Fashion Brands has its finger on the fashion pulse more firmly than ever. It now includes more on celebrity fashion brands and the rise of the 'It' girls and their influence to further analyse every aspect of fashion from a marketing perspective.

Full Product Details

Author:   Mark Tungate
Publisher:   Kogan Page Ltd
Imprint:   Kogan Page Ltd
Edition:   3rd Revised edition
Dimensions:   Width: 15.50cm , Height: 1.20cm , Length: 23.40cm
Weight:   0.370kg
ISBN:  

9780749464462

ISBN 10:   0749464461
Pages:   240
Publication Date:   03 October 2012
Audience:   General/trade ,  College/higher education ,  Professional and scholarly ,  General ,  Tertiary & Higher Education
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

Reviews

<br>Praise for the previous edition: <br><br> Essential for anyone wanting to make it big in the fashion biz. - Nicholas Coleridge, Managing Director, Conde Nast <br><br> Cohesive and light-hearted...I have since told my entire studio to pick it up and will be gladly recommending it to all the students that intern with us as a vital resource. -Anthony Keegan, Mens Design Director, Reaction & Unlisted, Kenneth Cole Productions

Useful nuggets * Financial Times * Tungate's absorbing and thoroughly entertaining book examines the new rules of the global fashion industry...An impressive and authoritative overview. * AdBrands * An essential primer for anyone wanting to make it big in the fashion biz * Nicholas Coleridge, Managing Director, Conde Nast *

Author Information

Mark Tungate is a British journalist based in Paris. He is the author of six books about branding and marketing including Adland and The Escape Industry, both published by Kogan Page. His articles have appeared in publications ranging from Campaign and Advertising Age to the Financial Times. He also has a weekly column in the French marketing journal Strategies. Alongside his writing, he heads the jury of the Epica Awards.

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