Fashion Brands

Fashion Brands
by Mark Tungate

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.

This new edition of the international best-seller 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, it analyses every aspect of fashion from a marketing perspective. With its finger firmly on the fashion pulse, it also looks at the impact of blogging and the rise of celebrity-endorsed products and fashion ranges.

Snappy and journalistic, Fashion Brands exposes how the use of advertising, store design and the media has altered our fashion ‘sense’ – and reveals how a mere piece of clothing can be transfomed into something with mystical allure.


Fashion Brands
by Mark Tungate

Once a luxury that only the elite could afford, fashion is now accessible to everyone. High street brands such as Zara, Topshop and H&M have put garments worthy of Prada and Gucci within the reach of students’ pockets. Massive media attention has turned designers such as Tom Ford, Alexander McQueen and Stella McCartney into brands in their own right. 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.

How has this transformation happened? Fashion Brands explores the popularization of fashion and explains how marketers and branding experts have turned clothes and accessories into objects of desire. It examines how the use of advertising and the media has altered our fashion ‘sense’ and looks at how store design influences what we buy.


Global Fashion Brands
by Joseph Hancock, Gjoko Muratovski, Veronica Manlow, Anne Peirson-Smith

Fashion branding ismore than just advertising. It hasbeen definedas the cumulative image approach targetingcustomers with products, advertisingand promotions organized around a coherent image. It helps to encourage thepurchase and therepurchase ofconsumer goods from the same company. While historically, fashion branding hasprimarily focused on consumption and purchasing decisions, recent scholarshipnow challenges old methodssuggesting that branding is a process that needs tobe analysed from a stylistic, luxury and historical pop cultural view using critical, ethnographic, individualistic, or interpretive methods. In this book authors explorethe meaning behind fashion brandingin the contextof the contested powerrelations underpinning the production, marketing and consumption of style and fashion as part of our global culture.


Fast Fashion, Fashion Brands and Sustainable Consumption
by Subramanian Senthilkannan Muthu

This book discusses the connection between fast fashion brands and customer-centric sustainability. It highlights what consumers can do with fast fashion and the important aspects that need to be addressed to make fast fashion sustainable. Fast fashion is an inevitable element in today’s fashion business cycle and its adverse impacts on sustainable fashion are a major issue.

Fashion Brands
by Mark Tungate

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 analyze every aspect of fashion from a marketing perspective.


Digital Marketing Strategies for Fashion and Luxury Brands
by Ozuem, Wilson, Azemi, Yllka

Online shopping has become increasingly popular due to its availability and ease. As a result, it is important for companies that sell high-end products to maintain the same marketing success as companies selling more affordable brands in order keep up with the market.

Digital Marketing Strategies for Fashion and Luxury Brands is an essential reference source for the latest scholarly research on the need for a variety of technologies and new techniques in which companies and brand managers can promote higher-end products. Featuring coverage on a broad range of topics and perspectives such as brand communication, mobile commerce, and multichannel retailing, this publication is ideally designed for managers, academicians, and researchers seeking current material on effectively promoting more expensive merchandise using technology.


Fashion Brand Internationalization
by Byoungho Jin, Elena Cedrola

The first volume in the Palgrave Studies in Practice: Global Fashion Brand Management series, this book provides a comprehensive view on the internationalization of fashion brands, offering unique academic and managerial insights into how fashion brands in diverse sizes can build and sustain their businesses in competitive global marketplaces. It explores the theories and trends occurring within the fashion industry, one of the most active sectors of internationalization. The majority of global fashion brands operate beyond their home countries, yet not much is known about the ventures that generate more than half of their revenues. This book takes a critical look at the global-by-nature fashion industry through a collection of actual cases from multiple countries and cultural backgrounds.

Brand Reputation with an Environmental Focus and Claims of Fashion Brands Evaluative Report
by Aisha Murray

Sustainable fashion is becoming a trend, but how much truth do the retailers put into the advertising claims online. This book is part of an investigation process for a final year project.


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