A brand could fall, but also could reraised. With his broader perspective, he also gives a global perspective not limited to the vibrant, shop-til-you-drop, U. A brand could fall, but also could reraised. Luxury is losing the appeal as it gets accessible to the masses and ethics For someone who never read anything about the world of fashion marketing this book may be a surprise. He said everything he then did in the future, when he went into business with Goldschmied, was inspired by Vintage. He is the author of Media Monoliths: How Media Brands Thrive and Survive 2004 , Fashion Brands: Branding Style From Armani to Zara 2005, Second Edition 2008 , Adland: A Global History of Advertising 2007 listed among the best business books of 2007 by Library Journal and Branded Male: Marketing to Men 2008 , all published by Kogan Page.
You have to keep your style but change it all the tiem. This is one of the books allocated to us by our course leader that we have to read and write about. Urban athletes : Getting on track -- Expect a gadget -- Stars and streets -- 17. When haute couture meets high street : Strategic alliances -- Chic battles cheap -- Stockholm Syndrome -- Viva Zara -- 4. In a world where copies and fakes move a market almost as big as the authentic fashion market, companies have to rely in creating a brand, an image and concept that goes beyond the piece of clothing or accessory itself. Your job is to achieve that transition; to create the image that brings the brand to life.
We expect them to mix us with other brands, with vintage clothes, with anything they like. The book explores the Fashion Industry giving its readers a behind the scenes tour… This book although wordy, has a lot of valuable information that is informative and interesting to read. Massive media attention has turned designers such as Tom Ford, Alexander McQueen and Stella McCartney into brands in their own right. But fashion has come down to earth — it appears more accessible, more affordable, even when this is not the case. It wasn't my case but I enjoyed the perspectives shared and knowing more about the history of some brands. Desde Leader Summaries recomendamos la lectura del libro Marcas de moda, de Mark Tungate. How have fashion brands such as Ralph Lauren and Armani moved into furniture? You can shape the label of a brand by adding one single word to describe it and thus people can go rave after your clothing line.
Why is the relationship between models and brands so significant? Style goes back to the future : From thrift to vintage -- The politics of nostalgia -- Conclusion : The consumer as stylist -- Reactivity and personalization -- Choice fatigue -- 'Smart' clothing -- Branding via buildings -- Hybrid shopping -- Nomadic designers -- The end of age. The store is the star : Retail cathedrals -- Creativity drives consumption -- Luxury theme parks and urban bazaars -- 6. The E-mail message field is required. Nottingham majority is very disappointing to me. I have noticed that if you do not live in a fashion capital people do not even care about the way they look. Written in a witty and readable journalistic style, this book unravels the magic behind an industry that uses more smoke and mirrors than Hollywood.
This year's model : Packaging beauty -- Perfection and imperfection -- 10. I came from abroad to a country whose capital is one of the 5 major powers in fashion industry. It is all about the way you describe your product. With its finger firmly on the fashion pulse, it looks at ethical clothing, the impact of blogging and the rise of celebrity-endorsed products and ranges. Accessorize all areas : Emotional baggage -- A brand in a bottle -- 14. Clothes and accessories are expressions of how we feel, how we see ourselves — and how we wish to be treated by others.
The E-mail message field is required. How has this transformation occurred? Description: 1 online resource xv, 264 pages, 16 unnumbered pages of plates : color illustrations 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? Fashion Brands explores the popularization of fashion and explains how marketers and branding experts have turned clothes and accessories into objects of desire. Anatomy of a trend : The style bureau -- The new oracles -- The cool hunter -- 7. It wasn't my case but I enjoyed the perspectives shared and knowing more about the history of some brands. Consumers rather than being content to stay in their allocated sectors, scurry promiscuously from one to the other, picking up a louis Vuitton bag here and slinging it over a Zara jacket there, wearing a Topshop t-shirt and gap jeans under a coat from Chanel. Las personas interesadas en las siguientes temáticas lo encontrarán práctico y útil: marketing y ventas, publicidad y relaciones públicas.
Not a brand junkie or fashionable, be stylish. I deem that style is what truly defines us. 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. Fashioning an identity : Controlling the plot -- The Italian connection -- 3. I believe that he did his homework and now all he does is to run us through the inconceivable fashion history that seems more like a fairytale to me. Once a luxury that only the elite could afford, fashion is now accessible to all.
Why are catwalk shows so important to brands? I decided to treat the book like a wardrobe. En el siguiente enlace tienes el resumen del libro Marcas de moda, Técnicas de marketing y publicidad empleadas en la industria textil: Mark Tungate is a British writer based in Paris, France. Llegué a este libro por recomendación de uno de mis profesores de Branding y vaya que fue toda una puerta abierta a entender cómo se maneja el mundo de la moda y sobre todo, entender cómo desde un comienzo, este mundo fue el que marcó la parada en lo que hoy conocemos como branding y marketing. You have to keep your style but change it all the tiem. Like laptops, there are only few factories for fragrance. This was not always the case — in the era of the supermodel, nobody really cared about brands.
How has this transformation happened? Sports brands such as Nike and Adidas have changed the image of their brands from practical sports wear to 'hip' fashion - attracting customers to their products who have no interest in sport. Why do non-fashion brands start producing clothes? Ready to wear is a fairly new concept. Pages include considerable notes in pen or highlighter, but the text is not obscured. What you choose to wear or not to wear has become a political statement. Virtually dressed : The success story -- Interactive catalogues -- 18.
The faking game -- 21. Clothes and accessories are expressions of how we feel, how we see ourselves — and how we wish to be treated by others. The spine may show signs of wear. Retro brands retooled : Climbing out of a trench -- The art of plundering the past -- 15. Fashion Brands explores the popularization of fashion and explains how marketers and branding experts have turned clothes and accessories into objects of desire. Fashion is a hard business, you need to prove yourself every 6 months.