Download PDF by Mark Tungate: Fashion Brands: Branding Style From Armani to Zara (2nd

By Mark Tungate

ISBN-10: 0749455047

ISBN-13: 9780749455040

Preliminary book: 2005

Once a luxurious that purely the elite may perhaps find the money for, model is now available to all. excessive highway manufacturers akin to Zara, Topshop and H&M have placed model in the succeed in of somebody, when sizeable media recognition has became designers comparable to Tom Ford, Alexander McQueen and Stella McCartney into manufacturers of their personal correct. This up to date re-creation of the foreign best-seller style manufacturers explores the popularization of style and explains how agents and branding specialists have became clothing and accessories into items of hope. jam-packed with first hand interviews with key gamers, it analyses each point of favor from a advertising point of view. With its finger firmly at the model pulse, it additionally appears on the impression of running a blog and the increase of celebrity-endorsed items and model levels. Snappy and journalistic, type manufacturers exposes how using advertisements, shop layout and the media has altered our model 'sense' - and divulges how an insignificant piece of garments will be remodeled into anything with mystical attract.

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Additional info for Fashion Brands: Branding Style From Armani to Zara (2nd Edition)

Sample text

It also threatens to unravel the work Rose Marie Bravo has done to rebuild the label since joining the company as chief executive in 1997. Making the brand younger and more accessible has left it open to re-interpretation. And yet Burberry has emerged relatively unscathed. For a start, ‘chavs’ are a purely British tribe, and the UK market accounts for 30 Fashion Brands only 15 per cent of the brand’s sales. In Europe and Asia, Burberry has successfully maintained its official positioning as English, quirky and fashionable – a ‘classic with a twist’, à la Paul Smith.

In a couple of swift moves, Pinault had created Gucci Group, a potential rival to LVMH. The flurry of acquisitions that followed on both sides looked like a duel between billionaires – Monopoly played for real. As LVMH continued its rapid expansion, the Gucci Group took possession of Boucheron, Bottega Veneta and Balenciaga, and signed partnership deals with Alexander McQueen (who left LVMH’s Givenchy amid considerable tongue-wagging) and Stella McCartney. Meanwhile, the bitter dispute over who had the right to take control of Gucci was tied up in court in the Netherlands, where Gucci’s shares were listed.

His rag-trade-toriches story has been told many times before, but it’s worth briefly repeating here. Born Ralph Lifshitz in 1939, America’s most upwardly mobile designer was the son of Russian Jewish immigrants from the Bronx. His father was a house painter, who changed the family name to Lauren when young Ralph was still at school. Ralph was brought up on the Hollywood movies of the 40s and 50s, mentally filing away images of Cary Grant and Fred Astaire so that he could recreate their style. He got his start in the fashion business selling suits at Brooks Brothers, and later became a wholesaler of ties and gloves in New York’s garment district.

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Fashion Brands: Branding Style From Armani to Zara (2nd Edition) by Mark Tungate


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