If you want to understand the true meaning of style, the fashion world can explain it. No other industry is as adept at transforming a commodity into an art form, and doing so repeatedly on a seasonal basis. Journalist Mark Tungate presents a terrific overview of many key aspects of this gritty yet ephemeral business. His wide-ranging book covers everything from fashion photography to haute couture, modeling agencies, accessories, second hand clothes and even the history of department stores. He goes into journalistic detail about established and avant-garde designers, photographers, ad agencies and trend consultants who work side by side to sell image to the public. This is a serious book, complete with the URL’s of key Web sites, and profiles of the top designers who create brands. Tungate goes inside fashion firms that know how to sell dreams and illusions made of Italian fabrics and fine leather. getAbstract.com recommends this book to marketers - even those who are not fashion minded - who want to rejuvenate their creativity and pick up some new sources of inspiration and style.
In this summary, you will learn
- How the fashion industry develops exclusive brands and reinvents itself on an annual basis; and
- How the industry detects, stimulates uses and markets trends.
About the Author
Paris-based journalist Mark Tungate has a weekly column in the French media magazine, Strategies, and writes regularly about advertising, style and culture for Campaign and CNN Traveler and for the trends intelligence service, WGSN. He also wrote Media Monoliths and is the co-author of The Epica Book, a review of European advertising.