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Fashion Brands: Branding Style from Armani to Zara
* Studies the influence of branding within the fashion industry
300 pages, Hardcover
First published January 1, 2005
32 people are currently reading
511 people want to read
About the author
Mark Tungate
36 books21 followersMark Tungate is a British writer based in Paris, France. He is the author of Media Monoliths: How Media Brands Thrive and Survive (2004), Fashion Brands: Branding Style From Armani to Zara (2005, Second Edition 2008), Adland: A Global History of Advertising (2007) (listed among the best business books of 2007 by Library Journal) and Branded Male: Marketing to Men (2008), all published by Kogan Page. Tungate also collaborated with Renzo Rosso, the founder of clothing company Diesel S.p.A., on the book Fifty (Gestalten Verlag, 2006), about Rosso's life and the Diesel brand. The graphic design was by Barcelona-based creative collective Vasava.
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Displaying 1 - 22 of 22 reviews
November 13, 2021
Уж малка книжка (двеста страници), а пък бая време си отнема да се прочете.
Авторът наистина се е постарал да спомене по малко за почти всяко направление от света на модата. Това, което ми хареса е, че е очевидно, че човекът не е вманиачен на тема мода, а е съвсем обикновен човек, който просто му е станало любопитно, написал книга и взела, че се харесала книгата и така трето издание вече. :Р
Авторът има чувство з хумор и знае как да иронизира и да бъде саркастичен по приятен начин. Недостатъците са, че толкова много имена и брандове в един абзац има на места, че ти се завива свят. Колко абсурдни имена на модни брандове може да има в този свят? Другото, което много ми липсваше - беше снимков материал. На адски много места ми се искаше да видя изображение на нещо, за което говореше. А и някак си книга за модни брандове си е направо мъчение да няма нито една снимка вътре.
Иначе книгата само потвърди мнението ми, че модата отдавна е чисто и просто бизнес, в който всички се изкупуват един друг в преследване на повече и повече печалба.
Няма как да се говори за устойчивост и спасяване на планетата, докато преследваме непрестанен икономически растеж. Няма как да стане когато си купиш дреха, която искаш да носиш дълго време и тя се разпадне след третото пране, защото така е направено. Дори когато си купуваш нещо на известна марка (Да бъдем напълно честни, не е само в модата този "тренд").
Натъжи ме книжката, няма какво да се лъжа. Животът ни е толкова труден и без да ти се налага да прекараш пет часа в агонизиращо проучване за едни маратонки, които да са ти удобни, да се съчетават с гардероба ти, издръжливи във времето от устойчив бранд. Не трябва всичко да е толкова трудно. Мозъците ни не са създадени за това.
Авторът наистина се е постарал да спомене по малко за почти всяко направление от света на модата. Това, което ми хареса е, че е очевидно, че човекът не е вманиачен на тема мода, а е съвсем обикновен човек, който просто му е станало любопитно, написал книга и взела, че се харесала книгата и така трето издание вече. :Р
Авторът има чувство з хумор и знае как да иронизира и да бъде саркастичен по приятен начин. Недостатъците са, че толкова много имена и брандове в един абзац има на места, че ти се завива свят. Колко абсурдни имена на модни брандове може да има в този свят? Другото, което много ми липсваше - беше снимков материал. На адски много места ми се искаше да видя изображение на нещо, за което говореше. А и някак си книга за модни брандове си е направо мъчение да няма нито една снимка вътре.
Иначе книгата само потвърди мнението ми, че модата отдавна е чисто и просто бизнес, в който всички се изкупуват един друг в преследване на повече и повече печалба.
Няма как да се говори за устойчивост и спасяване на планетата, докато преследваме непрестанен икономически растеж. Няма как да стане когато си купиш дреха, която искаш да носиш дълго време и тя се разпадне след третото пране, защото така е направено. Дори когато си купуваш нещо на известна марка (Да бъдем напълно честни, не е само в модата този "тренд").
Натъжи ме книжката, няма какво да се лъжа. Животът ни е толкова труден и без да ти се налага да прекараш пет часа в агонизиращо проучване за едни маратонки, които да са ти удобни, да се съчетават с гардероба ти, издръжливи във времето от устойчив бранд. Не трябва всичко да е толкова трудно. Мозъците ни не са създадени за това.
March 5, 2019
Introduction
p.1 – You don’t buy clothes – you buy an identity.
p.2 – It would be foolish for us to underestimate the importance of fashion in society. Clothes and accessories are expressions of how we feel, how we see ourselves – and how we wish to be treated by others.
1 – A History of Seduction
p.5 – Fashion is a factory that manufactures desire.
2 – Fashioning an Identity
p.21 – In a lot of ways, branding is simply telling a story.
“We live in an era where the brand has an exaggerated importance,” Matine Assouline tells me. “Designers like Tom Ford, John Galliano and Marc Jacobs injected new life into fashion. They fused it with the music and film industries in a manner that seemed very new, very attractive. This was not always the case – in the era of the supermodel, nobody really cared about brands. Naomi Campbell and Claudia Schiffer were the brands; the clothes were immaterial. But fashion has come down to earth – it appears more accessible, more affordable, even when this is not the case. People identity with Prada, Dior and Louis Vuitton in a way that they never did before.”
8 – The Shoot Dresses, Don’t They?
p.88 – “Fashion photography is about translating a brand into a concept,” says Vincent Peters, the German-born, London-based photographer whose list of credits includes British, Italian, and French Vogue, Arena, Dazed and Confused and Numéro, as well as ads for Dior, Bottega Veneta, Celine, Miu Miu and YSL. “Often, when a client comes to you, they have a product and a brand identity, but they aren’t certain how to combine the two. Your job is to achieve that transition; to create the image that brings the brand to life.”
12 – The Collections
p.119 – For a designer, the fashion show is a way to broadcast ideas. It is a medium.
p.1 – You don’t buy clothes – you buy an identity.
p.2 – It would be foolish for us to underestimate the importance of fashion in society. Clothes and accessories are expressions of how we feel, how we see ourselves – and how we wish to be treated by others.
1 – A History of Seduction
p.5 – Fashion is a factory that manufactures desire.
2 – Fashioning an Identity
p.21 – In a lot of ways, branding is simply telling a story.
“We live in an era where the brand has an exaggerated importance,” Matine Assouline tells me. “Designers like Tom Ford, John Galliano and Marc Jacobs injected new life into fashion. They fused it with the music and film industries in a manner that seemed very new, very attractive. This was not always the case – in the era of the supermodel, nobody really cared about brands. Naomi Campbell and Claudia Schiffer were the brands; the clothes were immaterial. But fashion has come down to earth – it appears more accessible, more affordable, even when this is not the case. People identity with Prada, Dior and Louis Vuitton in a way that they never did before.”
8 – The Shoot Dresses, Don’t They?
p.88 – “Fashion photography is about translating a brand into a concept,” says Vincent Peters, the German-born, London-based photographer whose list of credits includes British, Italian, and French Vogue, Arena, Dazed and Confused and Numéro, as well as ads for Dior, Bottega Veneta, Celine, Miu Miu and YSL. “Often, when a client comes to you, they have a product and a brand identity, but they aren’t certain how to combine the two. Your job is to achieve that transition; to create the image that brings the brand to life.”
12 – The Collections
p.119 – For a designer, the fashion show is a way to broadcast ideas. It is a medium.
September 20, 2012
Great book. Though be careful. This was written in 2005, so some notions could have changed since.
January 3, 2013
If you wanna learn the secret of fashion, you can read it.
October 10, 2019
Mark is a brilliant writer!
I really enjoyed this book! Mark has done a fantastic job of capturing the history, business, and spirit of fashion. I highly recommend his book. Every fashion student, business student, and MBA should be required to read this book!
I really enjoyed this book! Mark has done a fantastic job of capturing the history, business, and spirit of fashion. I highly recommend his book. Every fashion student, business student, and MBA should be required to read this book!
April 22, 2018
This book covers exactly what an intrigued outsider would want to know about the world of fashion. Checks all the boxes in my list
November 1, 2020
The book is quite informative.
September 18, 2022
Must be read if you are into fashion.
Read
January 21, 2025read half will probably not continue but the half I read was great brain food for a project
Read
April 14, 2025Honestly I do think it’s a great read even in 2025, but you for sure have to keep in mind the decades of development in marketing and culture since this came out.
August 2, 2015
For someone who never read anything about the world of fashion marketing this book may be a surprise. It wasn't my case but I enjoyed the perspectives shared and knowing more about the history of some brands. What I didn't enjoyed or what left me a bit disappointed is that on some matters it felt dated. But it was interesting to see that what the author and some people interviewed thought would happen is really happening. Luxury is losing the appeal as it gets accessible to the masses and ethics are starting to play an important part in what matter to consumers. Big brands and logos are becoming tacky. If you are interested in knowing more about the smokes and mirrors of the luxury market I highly suggest reading Deluxe: How Luxury Lost Its Luster.
September 8, 2016
Llegué a este libro por recomendación de uno de mis profesores de Branding y vaya que fue toda una puerta abierta a entender cómo se maneja el mundo de la moda y sobre todo, entender cómo desde un comienzo, este mundo fue el que marcó la parada en lo que hoy conocemos como branding y marketing.
Me encanta cómo el autor viene un background que no es de moda y brinda una perspectiva académica y sin tanto adorno, exponiendo los hechos como son. Sin embargo creo que le faltan recursos gráficos para hacer la lectura más amena; la exploración de los diferentes ámbitos de la moda desde el vitrinismo, la fotografía hasta la distribución hace que el libro se convierta en una potencial biblia para personas que quieren conocer más sobre cómo las marcas de moda se manejan.
Me encanta cómo el autor viene un background que no es de moda y brinda una perspectiva académica y sin tanto adorno, exponiendo los hechos como son. Sin embargo creo que le faltan recursos gráficos para hacer la lectura más amena; la exploración de los diferentes ámbitos de la moda desde el vitrinismo, la fotografía hasta la distribución hace que el libro se convierta en una potencial biblia para personas que quieren conocer más sobre cómo las marcas de moda se manejan.
May 10, 2013
It is a book about fashion with any single picture.
Fashion is a hard business, you need to prove yourself every 6 months. You have to keep your style but change it all the tiem. So, it is a delicate balance.
A brand could fall, but also could reraised.
Not a brand junkie or fashionable, be stylish.
Ready to wear is a fairly new concept.
Like laptops, there are only few factories for fragrance.
It is a fast changing industry and needs to deliver information to consumers ASAP, therefore, it relays on media.
Fashion is a hard business, you need to prove yourself every 6 months. You have to keep your style but change it all the tiem. So, it is a delicate balance.
A brand could fall, but also could reraised.
Not a brand junkie or fashionable, be stylish.
Ready to wear is a fairly new concept.
Like laptops, there are only few factories for fragrance.
It is a fast changing industry and needs to deliver information to consumers ASAP, therefore, it relays on media.
August 4, 2014
Desde Leader Summaries recomendamos la lectura del libro Marcas de moda, de Mark Tungate.
Las personas interesadas en las siguientes temáticas lo encontrarán práctico y útil: marketing y ventas, publicidad y relaciones públicas.
En el siguiente enlace tienes el resumen del libro Marcas de moda, Técnicas de marketing y publicidad empleadas en la industria textil: Marcas de moda
Las personas interesadas en las siguientes temáticas lo encontrarán práctico y útil: marketing y ventas, publicidad y relaciones públicas.
En el siguiente enlace tienes el resumen del libro Marcas de moda, Técnicas de marketing y publicidad empleadas en la industria textil: Marcas de moda
December 31, 2019
After I read Mark's excellent book on the beauty industry I wanted to read his other books. This one is also very good, and although older, it has been updated. Very good overviews of the leading companies in the fashion industry and current trends and issues that they face. The chapters are also mostly independent so you can easily skip those that are not interesting to you.
August 18, 2013
Obviously fantastic. Covers every concept the individual interested in the business and concept of fashion should know.
April 4, 2013
Informative , thought-provoking with intriguing fashion history.An absolute reread.
September 30, 2013
A great book that overs almost any aspect of the fashion industry. The author had put a lot of effort and devotion to write it . Although it was published in 2004 , this book is still "à la mode" .
February 3, 2016
I liked the historical background in the book, along with the info on more current trends. Focused mostly on Europe.
April 16, 2016
I read this book for my studies but it was so interesting and easy to read that I recommend it to everyone who likes fashion and marketing.
August 22, 2016
I like it and I wanna read it again.
Displaying 1 - 22 of 22 reviews