Построение бренда в сфере моды: от Armani до Zara

by Mark Tungate, Марк Тангейт

В книге представлена история развития моды и самых знаменитых модных брендов с начала XIX века до наших дней. Читатель узнает подробности из жизни людей, олицетворяющих Armani и Gucci, Chanel и Prada, Dior и Diesel, Nike и Puma, Adidas и Lacoste, Burberry и Versace, Zara и Zegna (список можно продолжить). В легкой, остроумной манере автор книги исследует эволюцию методов продвижения фешенебельных марок, технологии воздействия на сознание потребителей, специфику брендинга, рекламы и маркетинга в индустрии моды. Побывав вместе с автором, известным парижским журналистом, специалистом в мире моды, в Париже и Нью-Йорке, Милане и Гонконге, Лондоне и Токио, потолкавшись на модных показах, посетив шикарные магазины и блошиные рынки, встретившись с огромным количеством деятелей модного бизнеса: дизайнерами, арт-директорами, фотографами, манекенщицами и т. д., - вы узнаете, как обычные "тряпки" превращаются в вожделенные объекты вложения денег, в сказочные вещи, обладающие чуть ли не мистическими свойствами.

Книга рассчитана на широкую читательскую аудиторию, но особенно интересна будет тем, кто так или иначе связан с индустрией моды, специалистам по маркетингу, рекламе, брендингу и PR, а также просто модникам и модницам.

Genres: Fashion, Business, Nonfiction

310 pages, Hardcover

First published January 1, 2005

About the author

Mark Tungate is a British writer based in Paris, France. He is the author of Media Monoliths: How Media Brands Thrive and Survive (2004), Fashion Brands: Branding Style From Armani to Zara (2005, Second Edition 2008), Adland: A Global History of Advertising (2007) (listed among the best business books of 2007 by Library Journal) and Branded Male: Marketing to Men (2008), all published by Kogan Page. Tungate also collaborated with Renzo Rosso, the founder of clothing company Diesel S.p.A., on the book Fifty (Gestalten Verlag, 2006), about Rosso's life and the Diesel brand. The graphic design was by Barcelona-based creative collective Vasava.

Reviews

[Ione · Rating 4 out of 5]

Great book. Though be careful. This was written in 2005, so some notions could have changed since.

[Damla Kaan · Rating 5 out of 5]

If you wanna learn the secret of fashion, you can read it.

[Zachary T Berger · Rating 5 out of 5]

Mark is a brilliant writer!

I really enjoyed this book! Mark has done a fantastic job of capturing the history, business, and spirit of fashion. I highly recommend his book. Every fashion student, business student, and MBA should be required to read this book!

[Mallika Saharia · Rating 5 out of 5]

This book covers exactly what an intrigued outsider would want to know about the world of fashion. Checks all the boxes in my list

[Debolina Bhattacharya · Rating 4 out of 5]

The book is quite informative.

[Adarsh · Rating 4 out of 5]

Must be read if you are into fashion.

[Namrata Iyer]

read half will probably not continue but the half I read was great brain food for a project

[Djibrine Djidda]

Honestly I do think it’s a great read even in 2025, but you for sure have to keep in mind the decades of development in marketing and culture since this came out.

[Sofia · Rating 4 out of 5]

For someone who never read anything about the world of fashion marketing this book may be a surprise. It wasn't my case but I enjoyed the perspectives shared and knowing more about the history of some brands. What I didn't enjoyed or what left me a bit disappointed is that on some matters it felt dated. But it was interesting to see that what the author and some people interviewed thought would happen is really happening. Luxury is losing the appeal as it gets accessible to the masses and ethics are starting to play an important part in what matter to consumers. Big brands and logos are becoming tacky. If you are interested in knowing more about the smokes and mirrors of the luxury market I highly suggest reading Deluxe: How Luxury Lost Its Luster.

[Ivonne · Rating 4 out of 5]

Llegué a este libro por recomendación de uno de mis profesores de Branding y vaya que fue toda una puerta abierta a entender cómo se maneja el mundo de la moda y sobre todo, entender cómo desde un comienzo, este mundo fue el que marcó la parada en lo que hoy conocemos como branding y marketing.
Me encanta cómo el autor viene un background que no es de moda y brinda una perspectiva académica y sin tanto adorno, exponiendo los hechos como son. Sin embargo creo que le faltan recursos gráficos para hacer la lectura más amena; la exploración de los diferentes ámbitos de la moda desde el vitrinismo, la fotografía hasta la distribución hace que el libro se convierta en una potencial biblia para personas que quieren conocer más sobre cómo las marcas de moda se manejan.

[Vincentjones · Rating 4 out of 5]

It is a book about fashion with any single picture.

Fashion is a hard business, you need to prove yourself every 6 months. You have to keep your style but change it all the tiem. So, it is a delicate balance.

A brand could fall, but also could reraised.

Not a brand junkie or fashionable, be stylish.


Ready to wear is a fairly new concept.

Like laptops, there are only few factories for fragrance.

It is a fast changing industry and needs to deliver information to consumers ASAP, therefore, it relays on media.

[Leader Summaries · Rating 5 out of 5]

Desde Leader Summaries recomendamos la lectura del libro Marcas de moda, de Mark Tungate.
Las personas interesadas en las siguientes temáticas lo encontrarán práctico y útil: marketing y ventas, publicidad y relaciones públicas.
En el siguiente enlace tienes el resumen del libro Marcas de moda, Técnicas de marketing y publicidad empleadas en la industria textil: Marcas de moda

[JC · Rating 4 out of 5]

After I read Mark's excellent book on the beauty industry I wanted to read his other books. This one is also very good, and although older, it has been updated. Very good overviews of the leading companies in the fashion industry and current trends and issues that they face. The chapters are also mostly independent so you can easily skip those that are not interesting to you.

[Jen · Rating 4 out of 5]

Obviously fantastic. Covers every concept the individual interested in the business and concept of fashion should know.

[Lara · Rating 5 out of 5]

Informative , thought-provoking with intriguing fashion history.An absolute reread.

[Driss · Rating 5 out of 5]

A great book that overs almost any aspect of the fashion industry. The author had put a lot of effort and devotion to write it . Although it was published in 2004 , this book is still "à la mode" .

[Mosima Masha]

j

[Beth Harper · Rating 4 out of 5]

I liked the historical background in the book, along with the info on more current trends. Focused mostly on Europe.

[Ellie · Rating 5 out of 5]

I read this book for my studies but it was so interesting and easy to read that I recommend it to everyone who likes fashion and marketing.

[Mollyzhao · Rating 5 out of 5]

I like it and I wanna read it again.