中文名: 從Armani到Zara的時尚行銷
原名: Fashion Brands-Branding Style from Armani to Zara
作者: Mark Tungate
資源格式: PDF
版本: 掃描版
出版社: Kogan Page Limited
書號: 0749453052
發行時間: 2008年
地區: 美國
語言: 簡體中文
簡介:

第一本深度探討時尚品牌的行銷專書
作者馬克·敦格將全球時尚品牌與行銷策略優雅解構，人類多少也該思考一下自己究竟是真的需要，還是純粹想要？
本書探討了時尚的普及化，分析廣告和媒體如何改變我們的時尚概念，及時尚的各個元素，包括品牌、商標、廣告及心理學等，也涵括知名時尚品牌大師的訪談。
本書帶領著我們，進行一場時尚產業的幕後之旅，一探華麗世界的魔力推手──
◎ 把奢華品做成大事業──誰發明時尚品牌的名字？
◎ 我不追隨趨勢，我的工作是創造趨勢──名牌設計師的功力何在？
◎ 創意驅動消費──氛圍＋貼心＋數字的店面行銷。
◎ 相機才是最終的裁判──模特兒與攝影師呈現的第一眼品牌觀感。
◎ 男士們不買時尚──男性消費者為何是最難搞定的目標市場？
Once a luxury that only the elite could afford, fashion is now accessible to all. High street brands such as Zara, Topshop and H&M have put fashion within the reach of anyone, whilst massive media attention has turned designers such as Tom Ford, Alexander McQueen and Stella McCartney into brands in their own right.
This new edition of the international best-seller Fashion Brands explores the popularization of fashion and explains how marketers and branding experts have turned clothes and accessories into objects of desire. Full of first hand interviews with key players, it analyses every aspect of fashion from a marketing perspective. With its finger firmly on the fashion pulse, it also looks at the impact of blogging and the rise of celebrity-endorsed products and fashion ranges.
Snappy and journalistic, Fashion Brands exposes how the use of advertising, store design and the media has altered our fashion sense - and reveals how a mere piece of clothing can be transfomed into something with mystical allure.

目錄:
致 謝
前 言
誘惑簡史
打造一個時髦的識別碼
當高級訂制服遇上流行時裝
明星設計師
時尚品牌的店面行銷
趨勢的剖析
形象創造者
時尚攝影師
時尚模特兒
名人推銷員
時尚與媒體
品牌競技場——時裝秀
配件時尚史
奢華品牌的重生
男性時尚史
城市運動風
虛擬時尚
美麗新市場
真假時尚
華服背後
舊時尚‧新趨勢
尾 聲