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There is an excellent book for those who are strongly attracted to texts about fashion marketing; this one includes interesting cases focused on brands of the fashion industry.
However, if you are one of those who are just into marketing in general I still recommend it as it explains how marketers and branding experts have turned clothes and accessories into objects of desire. If you are a marketing professional, you have to read it!
I found in the book a couple of quotes I’d like to share:
“It’s difficult to think of an industry that does not have resource to marketing in one form or another, but only fashion has such an overbearing reliance on it. When clothes leave the factories where they are made, they are merely “garments” or “apparel”. Only when marketers get hold of them do they magically become “fashion”.
“Thus, marketing has taken on a crucial significance, and no designer can afford to neglect it”.
Mark Tungate, 2005. Fashion Brands. Branding Style from Armani to Zara. England: Kogan Page.
What do you think about this perspective? Share with me your thoughts!
You can find this book at Amazon.
Learn more about Mark Tungate at http://www.tungateinparis.com