Mark Tungate is the author of the books Adland, Branded Beauty and Branded Male. He writes a weekly column for the French media magazine Strategies, and he is co-author of The Epica Book, an annual review of the best European advertising. Alongside his writing, he teaches at Parsons School of Art and Design in Paris, France.

Looks at the impact of blogging on fashion brands

Preface to the third edition

Introduction A different view

01 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

02 Fashioning an identity Controlling the plot
The Italian connection

03 When haute couture meets high street Strategic alliances
Chic battles cheap
Stockholm Syndrome
Viva Zara
A unique brand from Japan

04 The designer as brand How to be a designer brand

05 The store is the star Retail cathedrals
Creativity drives consumption
Luxury theme parks and urban bazaars

06 Anatomy of a trend The style bureau
The new oracles
The cool hunter

07 The image-makers Portrait of an art director
The alternative image-maker

08 They shoot dresses, don't they? Brand translators
The limits of experimentation

09 This year's model Packaging beauty
Perfection and imperfection

10 Celebrity sells When celebrities become designers

11 Press to impress

12 The collections The power behind the shows
Communication via catwalk
Haute couture 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 fashion

18 Rise of the bloggers Blogs and the press
Blogging as a business

19 The faking game

20 Trendy toddlers A taste of Milk
21 Style goes back to the future
From thrift to vintage

22 Behind the seams Ateliers versus factories
Ethical fashion

Conclusion Searching for a soul
Honesty as a policy
The cachet of culture
"We are all individuals"

References
Index