Fashion Brands: Branding Style From Armani To Zara

FASHION BRANDS Also available from Kogan Page by the same author Media Monoliths How great media brands thrive and survive “The most insightful and comprehensive analysis of MTV’s international business published so far.” Bill Roedy, President, MTV International Networks “Essential reading for anyone interested in how the most powerful media brands exert their influence.” Bill Muirhead, founding partner, M&C Saatchi In an increasingly cluttered media landscape, an elite group of brands stands out: newspapers, magazines and broadcasters with longevity, power, and instant brand recognition. Over decades – and often centuries – they have consolidated their positions against fierce competition, the rise and fall of the global economy and the emergence of the internet. How have they succeeded? What marketing strategies have enabled them to thrive and survive in such a spectacular fashion? Can they maintain their seemingly impregnable status in the new century? In Media Monoliths, Mark Tungate takes us behind the scenes to reveal what it takes to be a great media brand. For the first time, we are given a rare insight into this fascinating world, and its key movers and shakers. Media Monoliths will appeal to anybody interested in successful brands, how they are marketed and the people behind them. For all those studying or working in the media, it should be compulsory reading. ISBN 0 7494 4108 9 l published 2004 hardback l 272 pages + 16 page colour plate section Available now from all good bookshops. For further information, or to order online, visit Kogan Page on the web at www.kogan-page.co.uk FASHION BRANDS Branding Style from Armani to Zara Mark Tungate London and Sterling,VA Publisher’s note Every possible effort has been made to ensure that the information contained in this book is accurate at the time of going to press, and the publishers and authors cannot accept responsibility for any errors or omissions, however caused. No responsibility for loss or damage occasioned to any person acting, or refraining from action, as a result of the material in this publication can be accepted by the editor, the publisher or any of the authors. First published in Great Britain and the United States in 2005 by Kogan Page Limited Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned addresses: 120 Pentonville Road London N1 9JN United Kingdom www.kogan-page.co.uk 22883 Quicksilver Drive Sterling VA 20166-2012 USA ©Mark Tungate, 2005 The right of Mark Tungate to be identified as the author of this work has been asserted by him in accordance with the Copyright, Designs and Patents Act 1988. ISBN 0 7494 4299 9 British Library Cataloguing-in-Pub