Fashion Brands

Contents
Acknowledgements
Introduction
The view from out here; Getting changed

1 A history of seduction
Style addicts; The first fashion brand; Poiret raises the stakes; Chanel, Dior and beyond; The death of fashion; The rebirth of fashion; Surviving the crash
2 Fashioning an identity
Controlling the plot; Tod's and Diesel
3 When haute couture meets high street
Strategic alliances; Chic battles cheap; Stockholm Syndrome; Viva Zara
4 The designer as brand
The new rock and roll; How to be a designer brand;
5 The store is the star
Retail cathedrals; Creativity drives consumption; Luxury theme parks and urban bazaars
6 Anatomy of a trend
Not quite -- but almost; The style bureau; The new oracles; The cool hunter
7 The image-makers
Portrait of an art director; The alternative image-maker
8 They shoot dresses, don't they?
Brand translators; The limits of experimentation
9 This year's model
Packaging beauty; Perfection and imperfection
10 Celebrity sells
11 Press to impress
12 The collections
The power behind the shows; Communication via catwalk; Haute couture laid low; Front-row fever
13 Accessorize all areas
Emotional baggage; A brand in a bottle
14 Retro brands retooled
Climbing out of a trench; The art of plundering the past
15 Targeted male
'Very GQ'; Fine and dandy; A tailor-made opportunity; Groom for improvement
16 Urban athletes
Getting on track; Expect a gadget; Stars and streets
17 Virtually dressed
The success story; Interactive catalogues
18 Brave new market
A promotional tightrope; From China with cloth
19 The faking game
20 Behind the seams
The local solution;
21 Fashion goes back to the future
From thrift to vintage; The politics of nostalgia

Conclusion
The consumer as stylist; Reactivity and personalization; 'Smart' clothing; Ethical fashion; Branding via buildings; The end of age
References
Index