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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

Table of Contents

    • Chapter - 00: Introduction;
    • Chapter - 01: A history of seduction;
    • Chapter - 02: Fashioning an identity;
    • Chapter - 03: When haute couture meets high street;
    • Chapter - 04: The designer as brand;
    • Chapter - 05: The store is the star;
    • Chapter - 06: Anatomy of a trend;
    • Chapter - 07: The image-makers;
    • Chapter - 08: They shoot dresses, don't they?;
    • Chapter - 09: This year's model;
    • Chapter - 10: Celebrity sells;
    • Chapter - 11: Press to impress;
    • Chapter - 12: The collections;
    • Chapter - 13: Accessorize all areas;
    • Chapter - 14: Retro brands retooled;
    • Chapter - 15: Targeted male;
    • Chapter - 16: Urban athletes;
    • Chapter - 17: Virtually dressed;
    • Chapter - 18: Rise of the bloggers;
    • Chapter - 19: The faking game;
    • Chapter - 20: Trendy toddlers;
    • Chapter - 21: Style goes back to the future;
    • Chapter - 22: Behind the seams

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

"An essential primer for anyone wanting to make it big in the fashion biz" Nicholas Coleridge, Managing Director, Conde Nast "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

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