Fashion Brands: Branding Style from Armani to Zara Book

Introduction 1

1 A history of seduction 7

2 Fashioning an identity 25

3 When haute couture meets high street 39

4 The designer as brand 55

5 The store is the star 71

6 Anatomy of a trend 83

7 The image-makers 93

8 They shoot dresses, don't they? 103

9 This year's model 111

10 Celebrity sells 121

11 Press to impress 129

12 The collections 137

13 Accessorize all areas 149

14 Retro brands retooled 163

15 Targeted male 171

16 Urban athletes 183

17 Virtually dressed 195

18 Rise of the bloggers 205

19 Brave new market 213

20 The faking game 221

21 Behind the seams 227

22 Style goes back to the future 239

Conclusion 247

References 253

Index 255