Tungate writes in a style that's easy to follow, articulate, and knowledgeable. The book is broken down into 21 chapters that cover everything from street style to haute couture to counterfeits. It's a must read for anyone who is in the fashion business and wants to know just what it takes to make a brand. The branding style that Tungate covers are the biggest designers to date as well as those up an coming. It reads very smoothly and you walk away with an immense knowledge of all these different brands. Did you know that the first Nike shoe was created by pouring rubber into a waffle maker? Exactly. Neither did I.