Fashion brands: branding style from Armani to Zara
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Kogan Page
2005
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references (p. [231]-232) and index |
| Beschreibung: | XI, 243 S. Ill. |
| ISBN: | 0749442999 |
Internformat
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Datensatz im Suchindex
| _version_ | 1804135405636812800 |
|---|---|
| adam_text | Contents
Acknowledgements xi
Introduction 1
1 A history of seduction 7
Style addicts 8
The first fashion brand 9
Poiret raises the stakes 11
Chanel, Dior and beyond 13
The death of fashion 17
The rebirth of fashion 19
Surviving the crash 22
2 Fashioning an identity 25
Controlling the plot 29
The Italian connection 32
3 When haute couture meets high street 39
Strategic alliances 40
Chic battles cheap 42
Stockholm syndrome 45
Viva Zara 49
4 The designer as brand 55
The new idols 56
How to be a designer brand 60
5 The store is the star 69
Retail cathedrals 71
Creativity drives consumption 74
Luxury theme parks and urban bazaars 76
6 Anatomy of a trend 81
The style bureau 82
The new oracles 85
The cool hunter 87
7 The image makers 91
Portrait of an art director 94
The alternative image maker 97
8 They shoot dresses, don t they? 101
Brand translators 102
The limits of experimentation 106
9 This year s model 109
Packaging beauty 111
Perfection and imperfection 115
10 Celebrity sells 119
11 Press to impress 125
12 The collections 131
The power behind the shows 132
Communication via catwalk 135
Haute couture laid low 138
Front row fever 140
13 Accessorize all areas 143
Emotional baggage 146
A brand in a bottle 151
14 Retro brands retooled 157
Climbing out of a trench 159
The art of plundering the past 161
15 Targeted male 165
Very GQ 166
Fine and dandy 168
A tailor made opportunity 171
Groom for improvement 174
16 Urban athletes 177
Getting on track 179
Expect a gadget 185
Stars and streets 186
17 Virtually dressed 189
The success story 190
Interactive catalogues 193
18 Brave new market 197
A promotional tightrope 199
From China with cloth 202
19 The faking game 205
20 Behind the seams 211
Sweatshop free clothing 215
21 Style goes back to the future 219
From thrift to vintage 221
The politics of nostalgia 224
Conclusion 227
The consumer as stylist 228
Reactivity and personalization 229
Smart clothing 229
Ethical fashion 229
Branding via buildings 230
The end of age 230
References 231
Index 233
|
| adam_txt |
Contents
Acknowledgements xi
Introduction 1
1 A history of seduction 7
Style addicts 8
The first fashion brand 9
Poiret raises the stakes 11
Chanel, Dior and beyond 13
The death of fashion 17
The rebirth of fashion 19
Surviving the crash 22
2 Fashioning an identity 25
Controlling the plot 29
The Italian connection 32
3 When haute couture meets high street 39
Strategic alliances 40
Chic battles cheap 42
Stockholm syndrome 45
Viva Zara 49
4 The designer as brand 55
The new idols 56
How to be a designer brand 60
5 The store is the star 69
Retail cathedrals 71
Creativity drives consumption 74
Luxury theme parks and urban bazaars 76
6 Anatomy of a trend 81
The style bureau 82
The new oracles 85
The cool hunter 87
7 The image makers 91
Portrait of an art director 94
The alternative image maker 97
8 They shoot dresses, don't they? 101
Brand translators 102
The limits of experimentation 106
9 This year's model 109
Packaging beauty 111
Perfection and imperfection 115
10 Celebrity sells 119
11 Press to impress 125
12 The collections 131
The power behind the shows 132
Communication via catwalk 135
Haute couture laid low 138
Front row fever 140
13 Accessorize all areas 143
Emotional baggage 146
A brand in a bottle 151
14 Retro brands retooled 157
Climbing out of a trench 159
The art of plundering the past 161
15 Targeted male 165
'Very GQ 166
Fine and dandy 168
A tailor made opportunity 171
Groom for improvement 174
16 Urban athletes 177
Getting on track 179
Expect a gadget 185
Stars and streets 186
17 Virtually dressed 189
The success story 190
Interactive catalogues 193
18 Brave new market 197
A promotional tightrope 199
From China with cloth 202
19 The faking game 205
20 Behind the seams 211
Sweatshop free clothing 215
21 Style goes back to the future 219
From thrift to vintage 221
The politics of nostalgia 224
Conclusion 227
The consumer as stylist 228
Reactivity and personalization 229
'Smart' clothing 229
Ethical fashion 229
Branding via buildings 230
The end of age 230
References 231
Index 233 |
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| isbn | 0749442999 |
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| title | Fashion brands branding style from Armani to Zara |
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| title_short | Fashion brands |
| title_sort | fashion brands branding style from armani to zara |
| title_sub | branding style from Armani to Zara |
| topic | Fashion merchandising Brand name products Advertising Fashion Modebranche (DE-588)4123782-1 gnd Bekleidungsindustrie (DE-588)4005382-9 gnd Marketing (DE-588)4037589-4 gnd Markenpolitik (DE-588)4144679-3 gnd |
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