《買與不買都上癮: 從Armani到Zara的時尚行銷》书评

[从Armani到Zara的时尚行销].Mark.Tungate.扫描版 书摘

[从Armani到Zara的时尚行销].Mark.Tungate.扫描版‘You don’t buy clothes – you buy an identity.’ Give what you can perceive, and make you feel good.‘It’s not enough to look fashionable – one wishes to appear intelligent as well,’ brand’s core values The secret to Zara’s appeal is that, although shopping there is cheap, it doesn’t feel cheap. Everything about Zara is streamlined for efficiency. how the customer perceives you if you’re working for a brand, you’ve got to build a visual alphabet for it. Within that framework you can tell a great many stories, but I think it makes sense to link them through that visual alphabet – and the easiest way of doing that is to use the same photographer.’ communicating its values One of our greatest successes was to get sports shoes and apparel out of the gym and on to the street. The best marketing in the world comes down to a person standing in front of a mirror.

有了内地版

这本书现在已经出了内地版《时尚品牌传奇》http://www.douban.com/subject/3170900/翻译比台湾这个版本要舒服很多，基本采用了大陆人不用拐弯就能理解的话。只是《时尚品牌传奇》整本书的装帧实在是反差太大。不但去掉了《买与不买都上瘾》的一些精美图片，里面还拼凑了一大堆恶俗的插图，就像《时尚品牌传奇》这个书名一样傻。实在是糟蹋。不过，如果只想看看文字内容的话，《时尚品牌传奇》还是很实惠的。如果有收藏癖的话，《买与不买都上瘾》也可以买一本留着。