[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.