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

Mark Tungate (Author)

Book Description

Publication Date: September 28, 2008 | Series: Fashion Brands: Branding Style from Armani to Zara

Once a luxury that only the elite could afford, fashion is now widely accessible.  While brands such as Zara and H&M have made fashion an affordable choice for the mass market, sports brands such as Nike and Adidas have transformed the image of their products from merely practical to fashionable.  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.  Full of first-hand interviews with key players, the book analyzes every aspect of fashion from a marketing perspective.  It examines how advertising, store design and the media have altered our fashion sense.  The new edition includes chapters on fashion bloggers and the rise of celebrity-endorsed products.

Editorial Reviews

Review

"Essential for anyone wanting to make it big in the fashion biz." -- Nicholas Coleridge, MD, Condé Nast 

"Journalist Mark Tungate presents a terrific overview of many key aspects of this gritty yet ephemeral business. This is a serious book... Tungate goes inside fashion firms that know how to sell dreams and illusions made of Italian fabrics and fine leather. We recommend 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." -- getAbstract.com

About the Author

Mark Tungate is a journalist specializing in media, marketing, and communication. Based in Paris, he is the author of Adland, Branded Male, and Media Monoliths (Kogan Page), and co-author of The Epica Book, an annual review of the best European advertising.

Product Details

• Hardcover: 272 pages
• Publisher: Kogan Page; 2nd edition (September 28, 2008)
• Language: English
• ISBN-10: 0749453052
• ISBN-13: 978-0749453053
• Product Dimensions: 9.1 x 6.5 x 0.9 inches
• Shipping Weight: 1.3 pounds (View shipping rates and policies)
• Average Customer Review: 3.5 out of 5 stars  See all reviews (4 customer reviews)
• Amazon Best Sellers Rank: #724,402 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

6 of 6 people found the following review helpful:

4.0 out of 5 stars popular account of branding in the fashion field, November 1, 2005

By 

Henry Berry "Henry Berry" (Southport, CT) - See all my reviews
(TOP 1000 REVIEWER)    (REAL NAME)   

This review is from: Fashion Brands: Branding Style from Armani to Zara (Hardcover)

Most of the content has come up in the leading fashion and culture magazines and business media. And the topic of how marketers create consumer demand and the story of individual brands such as Nike and Gucci have been covered in other books. 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. A media, marketing, and communication journalist, Tungate writes in a popular style with many references from popular culture and the well-known fashion marketplace.

7 of 8 people found the following review helpful:

5.0 out of 5 stars Highly Recommended!, October 21, 2005

By 

Rolf Dobelli "getAbstract" (Switzerland) - See all my reviews
(HALL OF FAME REVIEWER)    (TOP 500 REVIEWER)    (REAL NAME)   

This review is from: Fashion Brands: Branding Style from Armani to Zara (Hardcover)

If you want to understand the true meaning of style, the fashion world can explain it. No other industry is as adept at transforming a commodity into an art form, and doing so repeatedly on a seasonal basis. Journalist Mark Tungate presents a terrific overview of many key aspects of this gritty yet ephemeral business. His wide-ranging book covers everything from fashion photography to haute couture, modeling agencies, accessories, second hand clothes and even the history of department stores. He goes into journalistic detail about established and avant-garde designers, photographers, ad agencies and trend consultants who work side by side to sell image to the public. This is a serious book, complete with the URL's of key Web sites, and profiles of the top designers who create brands. Tungate goes inside fashion firms that know how to sell dreams and illusions made of Italian fabrics and fine leather. We recommend 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.

11 of 15 people found the following review helpful:

1.0 out of 5 stars Not professional enough !, October 27, 2005

By 

William Chan (Hong Kong) - See all my reviews

This review is from: Fashion Brands: Branding Style from Armani to Zara (Hardcover)

The book is lacking in two big areas:

First, the book does not have enough photo and past advertising materials to let readers to really see how the brand owner transform and execute their concepts towards building the brand identity they inteded --> (impractical, and just talk.)

Second, fashion branding is even more conceptual than the classical FMCG branding, and really take a branding professional to handle it properly. If the author is only a journalist, he should at least include some works from branding professional to make the book more useful.

To be frank, the book is just a bit better than reading fashion magazine and this is only my opinion.

William Chan

Sales and Marketing Manager