Table of contents for Fashion brands : branding style from Armani to Zara / Mark Tungate.


Bibliographic record and links to related information available from the Library of Congress catalog


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Introduction

1 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

2 Fashioning an identity

Controlling the plot

The Italian connection

3 When haute couture meets high street

Strategic alliances

Chic battles cheap

Stockholm Syndrome

Viva Zara

4 The designer as brand

The new idols

How to be a designer brand

5 The store is the star

Retail cathedrals

Creativity drives consumption

Luxury theme parks and urban bazaars

6 Anatomy of a trend

The style bureau

The new oracles

The cool hunter

7 The image-makers

Portrait of an art director

The alternative image-maker

8 They shoot dresses, don't they?

Brand translators

The limits of experimentation

9 This year's model

Packaging beauty

Perfection and imperfection

10 Celebrity sells

When celebrities become designers

11 Press to impress

12 The collections

The power behind the shows

Communication via catwalk

Haute couture laid low

Front-row fever

13 Accessorize all areas

Emotional baggage

A brand in a bottle

14 Retro brands retooled

Climbing out of a trench

The art of plundering the past

15 Targeted male

‘Very GQ

Fine and dandy

A tailor-made opportunity

Groom for improvement

16 Urban athletes

Getting on track

Expect a gadget

Stars and streets

17 Virtually dressed

The success story

Interactive catalogues

18 Rise of the bloggers

Blogs and the press

19 Brave new market

A promotional tightrope

From China with cloth

20 The faking game

21 Behind the seams

Sweatshop-free clothing

Ethical fashion

22 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

References

Index




Library of Congress subject headings for this publication:
Fashion merchandising.
Branding (Marketing)
Advertising -- Fashion.