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Fashion Brands, 3rd Edition by Mark Tungate

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02

Fashioning an identity

In a lot of ways, branding is simply telling a story.

Exploring the fashion world occasionally feels like gate-crashing an exclusive club. At least, that’s the sensation I experience as I climb a spiral staircase in a building near Place Vendôme – the grand Parisian square that is home to the Ritz. César Ritz opened his celebrated hotel on 1 June 1898, and its rich patrons attracted the attentions of Cartier, Boucheron, Van Cleef & Arpels, and the other jewellery and luxury goods boutiques that crowd the square.

This particular building is the headquarters of a publishing firm, but its location is entirely appropriate. Over the past 10 years, Assouline has published a series of glossy books, each minutely dissecting ...

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