Once a luxury that only the elite could afford, fashion is now widely accessible. While brands such as Zara and H&M have made fashion an affordable choice for the mass market, sports brands such as Nike and Adidas have transformed the image of their products from merely practical to fashionable. How has this transformation occurred? Fashion Brands explores the popularization ...
Once a luxury that only the elite could afford, fashion is now widely accessible. While brands such as Zara and H&M have made fashion an affordable choice for the mass market, sports brands such as Nike and Adidas have transformed the image of their products from merely practical to fashionable. How has this transformation occurred? 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, the book analyzes every aspect of fashion from a marketing perspective. It examines how advertising, store design and the media have altered our fashion sense. The new edition includes chapters on fashion bloggers and the rise of celebrity-endorsed products.
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You don't buy clothes - you buy an identity
It's not enough to wear the clothes; you have to don the lifestyle. (查看原文)
She pauses at the end of her purposeful march, a thigh thrust forward, a hand on a jutting hip, smiling at last as the flashes crackle around her like summer lightning. When she has given her audience what they came for, she swivels imperiously, flinging a contemptuous vestige of inaccessibility in their direction, before marching just as determinedly back to the oxygen-starved planet where only models, fashion designers and billionaires live. (查看原文)
When we grab that bag and spend the entire month salary we are actually buying the aspiration of being someone who is portraited by brilliant marketers.
1 有用 Eustacia 2014-07-26 17:55:02
textbook style
0 有用 freedom 2014-10-06 20:55:28
When we grab that bag and spend the entire month salary we are actually buying the aspiration of being someone who is portraited by brilliant marketers.
0 有用 Flora 2013-01-17 00:53:23
Base on many fashion industry cases, worth to read!