Fashion Brands | Mark Tungate

Summary of: Fashion Brands: Branding Style from Armani to Zara
By: Mark Tungate


Embark on a journey into the world of fashion branding with ‘Fashion Brands: Branding Style from Armani to Zara’ by Mark Tungate. Delve into the heart of the trillion-dollar fashion industry and discover the secrets behind successful luxury fashion brands. Explore the history of fashion and branding, from Charles Frederick Worth to Coco Chanel and Ralph Lauren, and learn how the industry has evolved over the decades. Understand the importance of consumer experience, retail spaces, and the impact of trendsetters and celebrities in catapulting a brand to fame. Finally, examine the future of fashion branding and the emergence of customization, innovative fabrics, and the integration of responsible practices.

The Business of Fashion

The fashion industry is a lucrative global market that creates a need where none previously existed. Luxury brands cater to personal quests for identity and wellbeing, fulfilling a desire to belong to an elite group or satisfy a clothing addiction. This is a $100 billion-a-year high-end fashion market, with France still considered the capital of world fashion. Successful companies in this competitive industry use runway shows, advertising, and media buzz to build their brand and meet demand. The largest share of the market is clothing and leather goods, followed by perfume, cosmetics, watches, and jewelry. Fashion is not just about clothing, but also stems from the French word facon, which means making sure that cloth is worked in a certain way.

Evolution of Fashion

The fashion industry has undergone various changes from its inception in the mid-1800s. Charles Frederick Worth was the first person to create a fashion brand and sell his own designs to his wealthy clients. Coco Chanel emerged as a force in the twentieth century with her modern and streamlined designs, and Ralph Lauren popularized the concept of lifestyle merchandising, which stood well for the 1980s. The importance of fashion waned as women became more focused on creating their own wardrobes and developing careers.

The Evolution of Department Stores

The development of department stores has transformed the way clothing is sold, with various visionaries contributing to the evolution of the modern-day shopping experience. The first department store was established in Paris, with the founder using modern amenities, intriguing window displays, and attractive pricing to generate interest among its customers. This idea was quickly adopted across major cities in Europe and the US, with retail leaders adding their unique twists, including customer entertainment and innovative store designs. Today, fashion marketers have also adopted distinct store designs to create brand theme parks and elevate their brand image for prospective customers.

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