By Mark Tungate

ISBN-10: 0749453052

ISBN-13: 9780749453053

ISBN-10: 0749455047

ISBN-13: 9780749455040

Once a luxurious that in basic terms the elite may well have enough money, style is now greatly accessible.  whereas manufacturers akin to Zara and H&M have made type a cheap selection for the mass marketplace, activities manufacturers corresponding to Nike and Adidas have reworked just like their items from basically functional to fashionable.  How has this change occurred?  Fashion Brands explores the popularization of style and explains how sellers and branding specialists have grew to become clothing and accessories into gadgets of desire.  jam-packed with first-hand interviews with key gamers, the ebook analyzes each element of favor from a advertising and marketing standpoint.  It examines how advertisements, shop layout and the media have altered our type sense.  the recent version comprises chapters on style bloggers and the increase of celebrity-endorsed products.

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Extra info for Fashion Brands: Branding Style from Armani to Zara (2008)

Example text

Afterwards, he got a job as a production manager at a company called Moltex, which made trousers for various Italian labels. The enterprise was run by Adriano Goldschmied, 34 Fashion Brands who became Rosso’s mentor. ’ A couple of years later, in 1978, Rosso approached Goldschmied with the idea of starting his own jeans label. ’ It was Goldschmied who came up with the brand name Diesel. ‘We wanted something that didn’t sound Italian; that had an international feel. ’ The business developed slowly.

Like the Italian scooters themselves, the name has plenty of retro buzz: Mods and Rockers battling on Brighton beach, natty suits, sharp haircuts and Cool Britannia all rolled into one youth-friendly package. The scooter launched by Ferdinando Innocenti in Lambrete, Milan in 1947 had long been out of production by the time a UK licensing company acquired the name. In 1997, Lambretta re-launched as a British menswear label with a flagship store in London’s Carnaby Street – Swinging Sixties Central.

In this country there is not an insignificant amount of counterfeit product at the low end’ (‘Bowman keeps the chavs in check’, Financial Times, 22 October 2004). In short, Burberry has trodden a delicate line between nonchalant acceptance and ingenuous denial of the phenomenon. In any case, the chavs have done little to undermine the company’s performance. At the time of writing, it had just announced a year-on-year sales rise of 14 per cent. Lacoste has faced the same challenge in its native France, where the prestigious sportswear with the crocodile logo has been adopted as a uniform by tough teenagers from the banlieues, or suburbs.

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Fashion Brands: Branding Style from Armani to Zara (2008) by Mark Tungate

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