Manufacturing desire: Branding Style from Armani to Zara

Fashion, Literature, Marketing, Reviews

‘… fashion is based on creating a need where, in reality there is none. Fashion is a factory that manufactures desire,’ Bruno Remaury.

Books on fashion and luxury are oftentimes not easy to find, especially when you’re a cash-strapped student aspiring to make it in a mythical industry that for an newcomer looks like an array of closed doors. Here’s a brief review to one of the most comprehensive guides to the basics of fashion marketing Mark Tungate’s ‘Fashion Brands: Branding Style from Armani to Zara’.

It’s hardly possible to find a more detailed and all-encompasing initiation into the fashion industry as we know it today. From Armani to Zara, from Louis Vuitton to H&M, Mark Tungate lays down the essence of brands and marketing, not limiting the read by the luxury sector the word fashion came to be associated with.   The author gives us a glimpse of the history behind the fashion industry and the birth of fashion marketing, accompanied by an enlightening analysis on the importance of designers, influence of the street and the birth of trends, the world of luxurious perfumes, glossy magazines, fashion shows, models, bloggers and many others.

The most important aspect of this book? Fashion brands are entwined. Representing haute couture or underground culture, the brands covered in “Branding Style” influence each other and therefore are, in a way, inseparable.



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