从Armani到Zara的时尚行销 Fashion Brands-Branding Style from Armani to Zara Mark Tungat

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资源信息： 中文名: 从Armani到Zara的时尚行销 原名: Fashion Brands-Branding Style from Armani to Zara 作者: Mark Tungate 资源格式: PDF 版本: 扫描版 出版社: Kogan Page Limited 书号: 0749453052 发行时间: 2008年 地区: 美国 语言: 简体中文 概述:

第一本深度探讨时尚品牌的行销专书 作者马克·敦格将全球时尚品牌与行销策略优雅解构，人类多少也该思考一下自己究竟是真的需要，还是纯粹想要？ 本书探讨了时尚的普及化，分析广告和媒体如何改变我们的时尚概念，及时尚的各个元素，包括品牌、商标、广告及心理学等，也涵括知名时尚品牌大师的访谈。 本书带领着我们，进行一场时尚产业的幕后之旅，一探华丽世界的魔力推手──
◎ 把奢华品做成大事业──谁发明时尚品牌的名字？
◎ 我不追随趋势，我的工作是创造趋势──名牌设计师的功力何在？
◎ 创意驱动消费──氛围＋贴心＋数字的店面行销。
◎ 相机才是最终的裁判──模特儿与摄影师呈现的第一眼品牌观感。
◎ 男士们不买时尚──男性消费者为何是最难搞定的目标市场？ 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.

目录: 致 谢 前 言 诱惑简史 打造一个时髦的识别码 当高级订制服遇上流行时装 明星设计师 时尚品牌的店面行销 趋势的剖析 形象创造者 时尚摄影师 时尚模特儿 名人推销员 时尚与媒体 品牌竞技场——时装秀 配件时尚史 奢华品牌的重生 男性时尚史 城市运动风 虚拟时尚 美丽新市场 真假时尚 华服背后 旧时尚‧新趋势 尾 声