Marc Tangeate, a French journalist, could not boast of knowledge of fashion literally a year before starting work on this book. He also never considered himself a victim of it, although, by his own admission, he still liked to "rush through the shops of discounted, second-hand clothes in search of a special kind of" Levays "(you know, those with red stitching along the seam)." Prior to the publication of Brand Building in Fashion: From Armani to Zara, Tangeate was best known for writing articles on marketing and media. Nevertheless, he decided to take up work on a "fashionable theme" in order to assess today's fashion industry objectively, to look at it with a fresh look from an amateur. What came of this? And the result was a fairly voluminous study that touches upon all (albeit sometimes superficially) issues related to fashion.
The book talks about how brands get their names, why companies that have not previously had a relationship with fashion begin to produce clothes, how a photographer or top model affects the brand’s personality, what is the true meaning of fashion shows.
In fact, the book presents the history of the development of fashion from the early XNUMXth century to the present day. She has collected success stories of leading luxury and mass-market brands (Armani, Gucci, Chanel, Prada, Dior, Diesel, Nike, Puma, Adidas, Lacoste, Burberry, Versace, Zara, Zegna, H&M). Tangeate explores the evolution of brand promotion methods, the technology of influencing consumer consciousness, the specifics of branding, advertising and marketing in the fashion industry. The book is filled with numerous quotes, opinions and comments of people respected in the world of fashion: the founder of Diesel, Renzo Rosso, the commercial director of the H&M brand Jorgen Anderson, a specialist in the analysis of fashion trends Genevieve Flaven and others.
The author pays great attention to descriptions. In great detail, he describes the interiors and shop windows of boutiques, shops and offices of fashion industry companies. He talks about who, how and where organizes his catwalks and how difficult, even impossible, to get to them as a mere mortal (the fact that Tangate was unable to attend one of the Paris Fashion Week shows is a separate chapter). And even in details the case is written of how the author of the book visited the show of a familiar designer and how he (the author) had to look for his place in the hall for a long time. Sometimes such descriptions seem naive, which Tangate does not deny. After all, he repeatedly emphasizes that he is not a specialist in the fashion industry. Accordingly, all this “fashion etiquette” is new to him.
Reading this book, of course, will be interesting to those who follow fashion, while not being professionally associated with it. They will draw a lot of new things from it. As for the fashion market specialists, who are also considered by the author as potential readers, the book will help them systematize their knowledge, recalling previously known facts.
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