Description

Once a luxury that only the elite could have enough money, fashion is now accessible to all. Brands such as Zara and H&M have put fashion within the reach of somebody, even as massive media attention has turned designers such as Tom Ford and Stella McCartney into brands in their own right.

This third edition of the international best seller Fashion Brands explores the popularization of fashion and explains how marketers and branding experts have turned clothing and accessories into objects of desire. Full of first-hand interviews with key players, it analyzes each aspect of fashion from a marketing viewpoint. With its finger firmly on the fashion pulse, it also looks at the affect of blogging and the upward thrust of celebrity-endorsed products and fashion ranges.

Snappy and journalistic, Fashion Brands exposes how using advertising, store design and the media has altered our fashion “sense” and reveals how a mere piece of clothing may also be transformed into something with mystical allure.
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