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Marketing Fashion, Second Edition is a practical guide to the fundamental principles of marketing and branding, from creating a customer profile to developing a brand identity. The book explains key theoretical concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market. All tools in the modern marketer's kit are discussed, from attending fashion fairs to viral marketing and online strategies.

Using examples and case studies drawn from a broad range of fashion, textile and retail businesses, students are led through the marketing process from initial consumer and market research to the creation of exciting marketing and branding campaigns. The book is designed to appeal to students at degree or foundation level as well as those contemplating a career within the fashion industry.

About the Author:

Harriet Posner is a lecturer and consultant in fashion, business and marketing. After graduating from Saint Martins College of Art & Design, she set up her own knitwear label, selling in major stores worldwide. She has worked as a fashion designer, buyer and marketing consultant in the UK, Europe and Asia.

Contents:
1. The Fashion Market
2. Marketing Strategy
3. Research and Planning
4. Understanding the Consumer
5. Introduction to Branding
6. Fashion Promotion
7. Careers in Fashion Marketing

Marketing Fashion is a practical guide to the fundamental principles of marketing, branding and promotion, from creating a customer profile to developing a brand identity. The book explains key concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market.

For this third edition, examples drawn from a broad range of fashion, textile and retail have been updated to include more on social media and digital and emerging technologies, such as fashion in the metaverse. The updated text increases the focus on sustainability issues, while also tracing recent disruptions to traditional marketing frameworks such as degrowth. There are also more examples of global fashion weeks and brand collaborations. The book will appeal to students at degree or foundation level as well as those contemplating a career in the fashion industry.

Chapters:
Marketing Theory
The Fashion Market
Research & Planning
Understanding the Customer
Branding
Promotion

About the Author:

Harriet Posner is a fashion educator, author and consultant with more than 40 years' experience in the fashion industry and 25 years in fashion education as a programme director and course leader. After graduating from Central Saint Martins, University of the Arts London, she established her own knitwear label selling in major stores worldwide and dressing celebrities including Madonna. She has worked as a fashion designer, retail buyer and international consultant in fashion marketing and branding.

Influenced by her love for Parisian style, romanticism, and rock and roll, Martine Sitbon continues to be a major force in fashion.

This is her long-overdue first book. Will appeal to Sitbon's many fans as well as buyers of Chloe (where Sitbon was head designer) and Carine Roitfeld.

The definitive book on the career of fashion designer Martine Sitbon.

About the Author:

Martine Sitbon is a French fashion designer. She served as head designer for Chloé for nine seasons, and founded the eponymous label "Martine Sitbon" (later named "Rue du Mail"). Marc Ascoli is a designer known for his work with Versace, Chloé, Yohji Yamamoto, and Jil Sander.

Megan Hess: The Little Black Dress is an illustrated love story about fashion's most enduring and chic uniform, celebrating the designers, the women and of course the dresses.

A piece of fashion is so much more than an object. To the designer who created it, the muse who inspired it, the fashion lover who lusts after it, the stylist who is lucky enough to own it, or the star who made it iconic – that fashion piece is part of a story.

Introduced by Coco Chanel and made famous by Audrey Hepburn, the little black dress redefined how women dress and remains one of the most elegant and versatile pieces in any wardrobe. Vogue said it would become ‘a sort of uniform for all women of taste’ – a prophecy that has more than come true. And this little book is the perfect accessory.

Filled with fascinating information and stunning illustrations from Megan Hess, and packaged up in a beautiful hardback, Megan Hess: The Little Black Dress is a timeless love story, and the first in Megan Hess' new Ultimate Fashion Wardrobe series.

About the Author:

Megan Hess is an internationally acclaimed fashion illustrator. Her prestigious clients include Vogue, Vanity Fair, Harper’s Bazaar, The New York Times, Chanel, Dior, Cartier, Prada, Fendi, Louis Vuitton and Tiffany & Co. Her bestselling fashion books and beloved Claris series for children have sold over a million copies worldwide.

For the last decade, Giuseppe Santamaria has observed and recorded the men of big cities while they cross streets, sit at cafes and pose, momentarily, on busy sidewalks. Travelling the continents, Giuseppe has documented the evolution of men’s identities, communicated through their attitude and style as they move through their different concrete jungles.

With photos shot in Sydney, New York, Tokyo, Milan, London, Melbourne, Toronto, L.A., Madrid, Florence and Paris, this collection is a truly global retrospective of men’s street fashion. Filled with striking photographs, Men In This Town is a record of the men who stick out in a crowd with their particular sense of just who and what they are.

For anyone with a love of photography, fashion or culture’s evolution, Giuseppe’s photography collection is a must-have.

About the Author:

Giuseppe Santamaria is a Sydney-based writer, fashion photographer and creator of Men in this Town. Traveling the globe, he photographs and features street fashion across the big cities on his blog and in his magazines. He has previously published several books.

From the streets of the leading fashion cities around the world, photographer, art director and blogger Giuseppe Santamaria brings together a striking photographic collection showcasing the styles of the modern man.

In each city he visits, Giuseppe seeks out the man whose dress sense speaks volumes about who he is, sharing looks that will be a source of inspiration to readers. Alongside the varied sartorial tastes captured on the streets, Giuseppe chooses a handful of men from each city who have particularly caught his attention, photographing them in various attires and interviewing them on their individual approach to fashion.

With cutting-edge, street style photography, Men in This Town is an exploration of the current menswear scene across the world's most fashionable cities.

This ultra-stylish debut book celebrates the eternally feminine, whimsical, and divinely chic red-carpet dresses and bridal gowns created by one of fashion’s foremost designers.

Internationally acclaimed fashion designer Monique Lhuillier started by designing exquisite bridal wear in 1996 in Los Angeles. With collections that are sophisticated and feminine and appeal to modern women, Lhuillier expanded to include ready-to-wear, footwear, bags, accessories, and fragrances. Her distinct aesthetic is inspired by her mother’s graceful style combined with Lhuillier’s trademark refined touch of romance — adding a splash of glamour and a playful fairy-tale element to each design. From dazzling red-carpet cocktail dresses and alluring eveningwear to her showstopping bridal gowns, every beautiful piece is created with the finest fabrics and unparalleled craftsmanship.

This debut volume captures the joy, chic opulence, and modern femininity of the Monique Lhuillier brand. The designer takes us through page after page of gorgeous celebration gowns and ready-to-wear pieces: sequin-embellished tulle frocks, elegant long-sleeved sheath gowns with front slits, and luxurious couture wedding dresses with flutter sleeves — all embodying Lhuillier’s inventive romanticism with a modern tilt. Loyal celebrity fans include Emma Stone, Halle Berry, Blake Lively, Gwyneth Paltrow, Taylor Swift, Reese Witherspoon, Regina King, Jessica Alba, and former First Lady Michelle Obama, among others.

Replete with eye-catching color photographs of Lhuillier’s dreamy designs, this elegant book will appeal to lovers of fashion and style, as well as future brides-to-be looking for inspiration.

About the Author:

Monique Lhuillier is a fashion designer and creative director known for her bridal, ready-to-wear, and lifestyle brand based in Los Angeles. Reese Witherspoon is an actress, producer, and entrepreneur.

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Пролистать книгу Monique Lhuillier: Dreaming of Fashion and Glamour

'There’s a lot to learn from, ogle at and inspire you, which makes for a brilliant gift idea. She has indeed nailed it' Sarah Jossel, The Sunday Times 'A must read...

Marian Newman is a true nail supremo' VOGUE 'Marian Newman is the original nail queen' Dazed 'Marian Newman is to nails what Karl Lagerfeld is to frocks' Tatler 'Marian Newman is arguably the biggest influence in the nail world, ever' Elle World-famous nail artist and author of the must-have book for nail technicians, Marian Newman reveals the stories behind some of her most iconic looks for the biggest names in fashion.

From spectacular creations for Kate Moss, Gisele and Cara Delevinge to advertising campaigns by Dior and Alexander McQueen and fashion shows including Vivienne Westwood, Louis Vuitton and Givenchy, Marian takes you on a journey through her incredible twenty-year-career. Always true to her own style of creative curiosity, Marian provides step-by-step techniques for some of her most outrageous and spectacular nails, as well as revealing what’s in her toolkit and where you can buy her favourite products.

Full of beautiful photographs from the world’s most influential photographers, illuminating behind the scenes details and secrets to creating her incredible looks, Nailed It is the essential book for all nail lovers.

About the Author

Marian Newman, internationally acclaimed nail artist and author of the definitive text book for nail technicians, is the original nail artist in the fashion industry and the leading expert. Dubbed ‘the Queen of Nails’ by the industry and cited as the biggest influence in the nail world, Marian has over 50 British Vogue covers to her name, ten years of Dior’s advertising campaigns and has designed a range of nail products for MAC Cosmetics. She is constantly in demand for high-end advertising campaigns, magazine editorials and works on dozens of fashion shows each season, including Vivienne Westwood, Gareth Pugh and Margiela. Marian is the Creative Brand Ambassador for CND and the lead curator of Nails: Mastered, a global educational programme, alongside fashion legends Nick Knight, Val Garland and Sam McKnight.

As most of central London closes down late at night and the crowds head home, there are a select few who come out only after midnight. These ‘Night Flowers’, as they refer to themselves, encompass a loose-knit community of drag kings and queens, club kids, Goths, alternative queer and transgender people, fetishists, and cabaret and burlesque performers – all of whom bloom late at night and burn brightly under the city’s neon lights. Damien Frost’s arresting photographic portraits capture those who dwell on the fringes of nightlife in modern London, dressing in all manner of guises.

The portraits are the result of a project begun by Frost in 2014, when he went out every night to wander the city streets in search of its most colourful inhabitants. There he first came across the world of the Night Flowers and started documenting their wild looks and vivid creative expression.

Although traditional in style, for the most part the photographs were taken as incidental portraits after chance encounters on the street, down dark alleys or backstage in a club; the poise and grace of the subjects belie the quizzical looks, negative comments or even taunts thrown at the sitters by passers-by. Frost’s background in opera and theatre gave him a deep appreciation of the intricate details of the make-up and costumes, and of the many hours of preparation that it takes for each Night Flower to turn him- or herself into an ephemeral work of art. The resulting book is an extraordinary and powerful document of the ultimate alternative street style.

- Features over 300 dramatic portraits of those who inhabit the alternative nightlife scene in London, from drag queens to Goths
- Will appeal to anyone interested in fashion, street style and contemporary subcultures
- Damien Frost has more than 85,000 followers on Instagram+

About the Author:

Damien Frost is an Australian-born artist, graphic designer and photographer who works across the fields of painting, photography, website design, illustration and print design. He currently lives in London.

The first book on Nike's iconic DUNK SB, a mid-rise basketball court staple that has in the last two decades become a colorful (and often irreverent) icon of skate and streetwear.

Created in 2002, the Nike Dunk was adopted from the court by skateboarders and sneakerheads to become an icon of the streets. An early catalyst to evolving sneaker culture as we know it today, the Nike Dunk has enjoyed a storied legacy of reinvention through numerous iterations and creative collaborations proving to be an integral part of a culture obsessed with sneakers. To celebrate this legacy, Nike SB: The Dunk Book is the first book to present the historical archive of one of the most important shoes ever created. Worn by an ever-growing list of elite riders at competitions all over the world, Nike Dunks are prized as much for their funky, one-of-a-kind designs as well as their high performance.

Nike SB: The Dunk Book is filled with stunning images that tell the visual story of Nike SB's most iconic styles. Including Danny Supas, Staple Pigeon Dunks, De La Soul Highs, Paris Dunks, U.N.K.L.Es, and Supreme Dunk SBs, this volume flaunts the signature color-ways and craftsmanship that Nike SBs are known for.

Through enlightening anecdotes by the likes of Futura and Paul Rodriguez, readers get intimate accounts of how their favorite sneakers came to be. Also featured are archival images of Nike SB's most recognizable skaters rocking the iconic sneakers, including Eric Koston, Richard Mulder, Grant Taylor, Omar Salazar, Reese Forbes, Brian Anderson, Theotis Beasley, and Daniel Shimizu.

At Nike, the desire to be the best is a journey, not a destination – better is always temporary.

Phaidon commemorates the company's influence with Nike: Better is Temporary, a landmark publication that charts Nike's transformation from rebellious upstart to global phenomenon.

This immersive visual survey offers an unprecedented, behind-the-scenes exploration into Nike's ethos-driven design formula, placing industry-defining innovations and globally recognized products alongside previously unpublished designs, prototypes, insider stories, and more.

Beginning with "Breaking2," an introduction detailing Nike's 2017 attempt to facilitate a sub-two-hour marathon, the book lays out in five thematic chapters Nike's focus on performance, brand expression, collaboration, inclusive design, and sustainability.

The book's extraordinary design also nods to its contents. The striking cover features overlapping silkscreened layers of Nike's proprietary Volt yellow and Hyperpunch pink colors overlaying an image of world-champion marathoner Eliud Kipchoge printed in a half-tone dot pattern. The book's spine, visible through the clear jacket, showcases a series of colored tabs that extend from its interior pages and which are referenced in the book's bonus chapter, "Crafting Color."

Combining 500 color illustrations with stories, insights, knowledge, passion, and history shared by Nike's remarkable team, Nike: Better is Temporary will serve as a manual of innovation and inspiration for generations to come.

About the author:

Sam Grawe is a writer, editor, creative director, and brand consultant based in the San Francisco Bay Area. He was previously global brand director for Herman Miller, where he lead integrated brand marketing and communications across a variety of platforms and media. Prior to this, he served as editor-in-chief of Dwell magazine.

An unprecedented look at the design archives of the iconic sportswear brand.

In Autumn 2024 the Vitra Design Museum will present the first ever museum exhibition about Nike, the world’s most revered sport brand. The exhibition and this accompanying catalogue mark the milestones in Nike’s six decade history and explores its ascent into a global brand that holds a central role in popular culture. The focus of the exhibition is on Nike’s design practice – from the company’s beginnings in the 1960s and the design of its famous “swoosh” logo to iconic products such as Air Max Air Jordan and Vapor Fly, and current research devoted to future materials and sustainability.

The main source for the exhibition is the Department of Nike Archives, which contains a unique collection of drawings, prototypes and other documentation. The exhibition marks the most comprehensive access ever given to this archive. Among the objects on show are rarities and one-offs from the company’s early days in the 1960s, original design drawings and prototypes of iconic sneaker models, historical documents and films, as well as the results of collaborations with creative figures such as Virgil Abloh and Marc Newson.

Nike: Form Follows Motion traces Nike’s design process, which begins with the scientific analysis of the human body in motion and material research and culminates in the finished product and its branding. Along with Nike designers like Bill Bowerman, Diane Katz, Tinker Hatfield and Eric Avar, athletes – from the world’s greatest to the everyday – have played an important role in this design process.

The entrepreneur and philanthropist presents her A-Z guide and manifesto for personal growth and for turning problems into assets

Internationally renowned fashion designer and philanthropist Diane von Furstenberg shares her accessible, empowering manifesto. In an easy-to-navigate A-Z format, Own It is her blueprint for enjoying both personal and professional growth at any age. "The secret of life is one thing: own it. Own our imperfections. Own our vulnerability; it becomes our strength. Whatever the challenge is, own it. Owning it is the first step to everything."

About the Author:

Diane von Furstenberg began her fashion career in 1970. In a 1976 cover story, Newsweek declared her 'the most remarkable woman since Coco Chanel.' Her global brand is now available in more than 70 countries worldwide. An active philanthropist, she was president of the Council of Fashion Designers of America from 2006-2019. She has written several books, including Diane: A Signature Life and The Woman I Wanted to Be.

She’s been a champion of women her entire life, supporting and empowering emerging women leaders across the globe. In 2010, with the Diller-von Furstenberg Family Foundation, Diane established the DVF Awards to honor and provide grants to women who have displayed leadership, strength and courage in their commitment to their causes. She served as president of the Council of Fashion Designers of America from 2006-2019. In 2015, she was named one of TIME's 100 Most Influential People and the following year, she received the CFDA Swarovski Award for Positive Change. In September of 2019, Diane von Furstenberg was inducted into the National Women’s Hall of Fame honored for her leadership and achievements which have changed the course of history. She currently serves on the boards of Vital Voices, the Academy Museum of Motion Pictures and the Statue of Liberty–Ellis Island Foundation.

“Own It is a must-have survival guide that you can come back to time and again for immediate inspiration from the heart and soul of the trailblazing business leader and creative genius that is DVF!” —Whitney Wolfe Herd, CEO and Founder of Bumble

"Many books describe paths to success, but only Own It helps us to find our own. My friend Diane von Furstenberg gives us the biggest gift: faith in our uniqueness." —Gloria Steinem, writer, activist and feminist organizer

Palace Costume is a behind-the-scenes glimpse into Palace Costume & Prop Co., an exclusive Los Angeles film-industry haven of dresses, gowns, garments, accessories, props, and jewelry featured in countless movies for more than fifty years.

Envisioned and curated by owner Melody Barnett, Palace Costume is a 30,000-square-foot treasure trove of over half a million pieces and a beloved and legendary collection exclusively for costumers, stylists, and designers. Barnett's journey in retro clothing is movie-worthy itself. Her first boutique in Los Angeles in the early 1970s attracted the likes of Diana Ross and Joni Mitchell and many other legends from the era. This inspired her to transition the business into a to-the-trade-only rental service enabling her to hold onto and care for these vintage gems. Since then, hundreds of classic films have featured clothing from Palace over the years, including Bonnie and Clyde, Chinatown, and The Godfather, to name just a few.

Interviews by Mimi Haddon with more than a dozen Academy Award–winning costume designers are featured here with corresponding film stills that highlight the clothing and accessories they selected from Palace. Acclaimed designers such as Sandy Powell (Carol, The Aviator, Shakespeare in Love), Ruth E. Carter (Black Panther, Malcolm X, Frankie and Alice), Arianne Phillips (Once upon a Time in Hollywood, A Single Man, W.E.), Shirley Kurata (Everything Everywhere All at Once), and Mary Zophres (La La Land, Babylon, True Grit) and Mark Bridges (Boogie Nights, Licorice Pizza) each share insightful anecdotes about the importance of Palace Costume as their go-to creative resource, especially for historic period films.

Los Angeles–based photographer Mimi Haddon has been artfully photographing the vintage gems at Palace Costume for many years. Over 300 of her stunning, stylized, and saturated images are featured in this visually comprehensive and delightful celebration of this one-of-a-kind archive. This inspirational look-book is sure to delight a wide audience, including vintage-clothing enthusiasts, fashionistas, costume designers, stylists, and cinephiles.

About the Author:

Mimi Haddon is a Los Angeles-based photographer, costume designer, and educator.  Her clients include Rodarte, Tierra Whack, The Elder Statesman, L.A. Dance Project, M83, and The New Yorker. She has been documenting the Palace Costume collection for twenty years.

One city always seems to win the award for most-wanted style — Paris, where people walking down the avenues mix timeless and trendy pieces in a way that appears effortless.

French fashion writers Isabelle Thomas and Frédérique Veysset break down the “je ne sais quoi” of Paris street style, describing the essential elements that should be in everyone’s wardrobe. Renowned experts on French style — designers, stylists, editors, and celebrities — also chime in to reveal their favorite accessories and how to create multidimensional looks and make affordable clothing appear luxurious.

Starring both fashion icons and anonymous women met on the streets of Paris and richly illustrated with hand-drawn sketches and Veysset’s striking photographs, Paris Street Style is an inspirational fashion guide that will allow you, no matter where you are from, to cultivate an everyday style of timeless glamour, careless, easy chic — votre style français.