The clothing industry underwent a quite remarkable revolution during the 1990s as fashion was transformed from being a privilege of the elite into something that everyone could enjoy. The effects of that sea-change were felt most dramatically on the High Street, with the explosion of style-oriented chain stores such as H&M, Zara, The Gap and Topshop, each of which aimed to make fashion accessible to all. But perhaps the most remarkable turnaround was the process whereby sportswear brands such as Nike and Adidas were elevated to the same status as designer labels such as Gucci, Prada and Burberry. (Or was it the other way around, with the designer labels reinvented as mass-market brands?) 

Mark Tungate's absorbing and thoroughly entertaining book examines the new rules of the global fashion industry as well as the heritage it shook up and turned upside down. Virtually all the major icons of the industry come under his microscope, from icons such as Armani, Gucci, Hermes and Lagerfeld to urban challengers like Diesel and the chain store giants. What the book lacks in depth (most individual fashion brands are covered only fleetingly), it more than makes up for in scope. Tungate covers all the bases, not just Paris, London and New York but also less established but increasingly significant destinations such as Hong Kong and Stockholm. A marketing journalist by trade, not a fashion pundit, the author looks at the business through refreshingly objective eyes, avoiding the pitfalls and prejudices you would inevitably expect from an industry insider. The result is an impressive and authoritative overview of what is arguably the world's original brandname industry.

Added 10th November 2005