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Once a luxury that only the elite could afford, fashion is now accessible to everyone. High street brands such as Zara, Topshop and H&M have made garments worthy of Prada and Gucci accessible to students and the mass market. Massive media attention has turned designers like John Galliano, Alexander McQueen and Stella McCartney into brands in their own right. Sports brands such as Nike and Adidas have transformed the image of their products from practical sportswear to "hip" fashion, attracting customers who have no interest in sport. How has this transformation occurred? Fashion Brands explores the popularization of fashion and explains how marketers and branding experts have turned clothes and accessories into objects of desire. Mark Tungate examines how the use of advertising and the media has altered our fashion "sense" and looks at how store design influences what we buy.Written in a crisp, journalistic style, the book analyzes every aspect of fashion from a marketing perspective – from brands and logos through to advertising and psychology. Filled with first-hand interviews with the world’s greatest fashion brand gurus, this is the only book of its kind to study the influence of branding within the fashion industry. Fashion branding is a complex and fascinating business and Fashion Brands illustrates how a mere "garment" can be transformed into an object with seemingly mystical powers.Fashion Brands takes us on a behind-the-scenes tour of the fashion industry as we’ve never seen it before. For the first time you’ll find answers to questions such asWho invents fashion brand names? • Why do non-fashion brand names such as Virgin start making clothes? • How do fashion photographers influence brand identity? • Why is the relationship between models and brands so significant? • Why are fashion collections so important to brands? • How have fashion brands (such as Ralph Lauren and Armani) moved into furniture? • Is there a future for fashion on the web? • Why are male consumers the hardest targets for the fashion market?About Author: Mark Tungate is a journalist specializing in media, marketing and communication. Based in Paris, he has a weekly column in the French media magazine Stratégies, and writes regularly about advertising, style and culture for the magazines Campaign and CNN Traveller and for the trends intelligence service WGSN.