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.

Inspires readers to look at their brands more critically to see what's missing Addresses the rise of celebrity-endorsed products and fashion ranges Looks at the impact of blogging on fashion brands

About the Author
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.

Reviews
"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 *



Book Information
ISBN 9780749464462
Author Mark Tungate
Format Paperback
Page Count 240
Imprint Kogan Page Ltd
Publisher Kogan Page Ltd
Weight(grams) 370g
Dimensions(mm) 234mm * 155mm * 12mm