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Once a luxury that only the elite could afford, fashion is w 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 updated 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.
Mark Tungate, author of the bestselling Adland and Branded Beauty, is a journalist specializing in media, marketing and communication. Based in Paris, he writes regularly about advertising, style and popular culture for the French media magazine Strategies, the trends intelligence service WGSN, Campaign magazine and The Times, The Independent and The Telegraph. He is also the co-author of The Epica Book, an annual review of the best European advertising, and he co-hosts a weekly French television show about creative advertising.