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Luxury Fashion Branding: Trends, Tactics, Techniques by Uche Okonkwo (view source)
Revision as of 10:10, 11 May 2018
, 10:10, 11 May 2018no edit summary
I have a confession to make. My idea of heaven would be a shopping spree in a deserted branch of Primark, where I could tear through the racks and mounds of clothes with no one and nothing getting in my way. You might therefore think I'm not the kind of person who would appreciate or enjoy a book on luxury fashion brands, but that's where you would be wrong.
I love a good business book, and though this book isn't focused on a specific shop or company, it still fits into this category. It is an extremely thorough account of the history and current state of play of brand name fashion and includes more information than anyone could ever want or need on the subject unless one were, well, writing a book on luxury fashion branding. I found it fascinating to learn just how much thinking obviously goes into the development of companies and brand images, let alone the individual ''it'' items of the moment. And, I enjoyed both the general business blurb about strategies and merchandising, and the profiles of individual brands that came at the end, a sort of [[''How I Made It: 40 Successful Entrepreneurs Reveal All]] '' of fashion branding.
What I didn't like about this book was that it could be a bit wordy at times, and in parts would state the obvious too such a degree that you wonder how on earth the author thought that level of explanation was needed. One example is when she quotes ''What's in a name? That which we call a rose, by any other name would smell as sweet'' by " ''legendary'' English playwright William Shakespeare" (in case you were wondering), and then proceeds to take no less than 13 lines and 2 paragraphs to explain what he meant when he wrote it. That, as they say, is overkill (The flip side of this is that the book is very clearly written and not awash with jargon, making it easy for the 'common' person to pick up and flick through without difficulty). But, for the whole, the wordiness is little more than mildly irritating, and it's quite easy to skim read a few lines whenever it crops up, until you're back to the good stuff.