BOOK: "FASHION BRANDS: BRANDING STYLE FROM ARMANI TO ZARA" BY MARK TUNGATE

Fashion Law is, of course, at first at least, nothing more than a compilation of different areas of Law that relate to the fashion business, such as Intellectual Property, contracts, business law and even labor and real state law.  

But understanding the specific sector you are proposing yourself to work in is useful and can be an asset for any fashion lawyer.

During the research for my dissertation I have bought many fashion and fashion law related books that I recommend and will share here in this section.  

The first one I chose was one of the first I bought.  "Fashion Brands: Branding Style from Armani to Zara" by Mark Tungate looks into the branding side of fashion and how the industry turns clothes and accessories into objects of desire.  

In a world where copies and fakes move a market almost as big as the authentic fashion market, companies have to rely in creating a brand, an image and concept that goes beyond the piece of clothing or accessory itself.

"Fashion is too prevalent to be considered trivial. Even when you say you're not interested in fashion, you've been forced to confront it. Fashion is everywhere.  What you choose to wear or not to wear has become a political statement. You don't buy clothes - you buy an identity."

This book teaches us exactly how the fashion industry did and continues to do that.  It goes in detail of how every element of the fashion industry, from the designer, to the store, to the models, to bloggers and even fakes have a relevant place in the marketing and maintenance of a fashion brand.  The analysis in the book is enriched with first-hand interviews with key players in the fashion industry.  

Mark Tungate is a British journalist based in Paris and has written other books about advertising ("A Global History of Advertising") and branding ("Branded Male").  

*****

Title: Fashion Brands: Branding Style from Armani to Zara 
Author: Mark Tungate
Publisher: Kogan Page Ltd.
Edition: 2nd
Year: 2008
Pages: 264
Type: Hardcover


1 comment:

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