Fashion Branding And Communication

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Fashion Branding and Communication

Byoungho Jin,Elena Cedrola
Fashion Branding and Communication Book PDF

Author : Byoungho Jin,Elena Cedrola
Publisher : Springer
Page : 188 pages
File Size : 40,5 Mb
Release : 2017-04-26
Category : Business & Economics
ISBN : 9781137523433

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Fashion Branding and Communication by Byoungho Jin,Elena Cedrola Pdf

This second volume in the Palgrave Studies in Practice: Global Fashion Management series focuses on core strategies of branding and communication of European luxury and premium brands. Brand is a critical asset many firms strive to establish, maintain, and grow. It is more so for fashion companies when consumers purchase styles, dreams and symbolic images through a brand. The volume starts with an introductory chapter that epitomizes the essence of fashion brand management with a particular emphasis on emerging branding practices, challenges and trends in the fashion industry. The subsequent five cases demonstrate how a family workshop from a small town can grow into a global luxury or premium brand within a relatively short amount of time. Scholars and practitioners in fashion, retail, branding, and international business will learn how companies can establish a strong brand identity through innovative strategies and management.

Fashion Marketing Communications

Gaynor Lea-Greenwood
Fashion Marketing Communications Book PDF

Author : Gaynor Lea-Greenwood
Publisher : John Wiley & Sons
Page : 231 pages
File Size : 46,7 Mb
Release : 2013-03-18
Category : Design
ISBN : 9781405150606

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Fashion Marketing Communications by Gaynor Lea-Greenwood Pdf

Fashion is all about image. Consequently, fashion marketing communications – encompassing image management and public relations, branding, visual merchandising, publicity campaigns, handling the media, celebrity endorsement and sponsorship, crisis management etc. – have become increasingly important in the fashion business. This textbook for students of fashion design, fashion marketing, communications and the media sets out all that they need for the increasing number of courses in which the subject is a part.

Fashion Marketing and Communication

Olga Mitterfellner
Fashion Marketing and Communication Book PDF

Author : Olga Mitterfellner
Publisher : Routledge
Page : 273 pages
File Size : 52,9 Mb
Release : 2019-11-14
Category : Business & Economics
ISBN : 9780429837166

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Fashion Marketing and Communication by Olga Mitterfellner Pdf

Some of the usual obstacles to modern teachings of marketing are ethnocentricity, the limitation of creative thought by conformity to existing theories, lack of questioning of ethics, and a disconnection from historic events or sociological discourse. This book, in contrast, draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies as tools for understanding the way in which fashion works today, and re-evaluates what makes certain fashion marketing tactics fashionable. Offering a combination of theory and practice, Fashion Marketing and Communication is full of international case studies, practice-based examples and interviews with scholars and practitioners in the fashion and communications industry. Covering subjects including the history of consumerism, fashion marketing, the creative direction of the fashion brand and the use of bloggers and celebrities as marketing tools, this book delineates the opportunities and challenges facing the future of fashion media in the twenty-first century. Examining the last 100 years of marketing and communications, current theory and practice, as well as questions on the ethics of the fashion industry, this broad-ranging and critical text is perfect for undergraduate and postgraduate students of fashion marketing, branding and communication.

Communicating Fashion Brands

Emily Huggard,Jon Cope
Communicating Fashion Brands Book PDF

Author : Emily Huggard,Jon Cope
Publisher : Routledge
Page : 194 pages
File Size : 54,7 Mb
Release : 2020-02-19
Category : Social Science
ISBN : 9780429875588

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Communicating Fashion Brands by Emily Huggard,Jon Cope Pdf

This book demonstrates how fashion brands communicate, why the practice is significant within wider society and how it can be perceived as culturally meaningful. Enabling readers to connect the tools and techniques of communication with their theoretical underpinnings and historical antecedents, the book shows how these methods can be applied in practice. The authors utilise social, consumer and cultural theory, and frameworks rooted in psychology, sociology and economics, as mechanisms to analyse and deconstruct current communication strategies used by fashion brands. The book presents insights and strategies for communicating authentic values, conveying a clearly defined aesthetic and visual language and generating shareable content that resonates with audiences. With insights into strategies used by brands including Burberry, Gucci, Dior, COS, Rapha, Warby Parker and Maryam Nassir Zadeh, each chapter outlines ways of maintaining relevant and consistent brand narratives in the 21st century. From how to sustain a dialogue with a brand’s community, to the use of brand collaboration, co-creative storytelling and fashion spaces, the book aims to develop reflective communication practitioners who have a deep understanding of the cultural landscape, brand strategy and industry innovation. Written for scholars and practitioners, this book is a valuable blend of theory and practice across the fields of fashion, communication and branding.

Fashion Communication

Teresa Sádaba,Nadzeya Kalbaska,Francesca Cominelli,Lorenzo Cantoni,Marta Torregrosa Puig
Fashion Communication Book PDF

Author : Teresa Sádaba,Nadzeya Kalbaska,Francesca Cominelli,Lorenzo Cantoni,Marta Torregrosa Puig
Publisher : Springer Nature
Page : 336 pages
File Size : 42,8 Mb
Release : 2021-09-20
Category : Business & Economics
ISBN : 9783030813215

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Fashion Communication by Teresa Sádaba,Nadzeya Kalbaska,Francesca Cominelli,Lorenzo Cantoni,Marta Torregrosa Puig Pdf

These conference proceedings are the output of one of the first academic events of its nature happening globally, targeting fashion from a communication sciences perspective, including, in a broad sense, cultural heritage studies and marketing. The chapters present theoretical and empirical interdisciplinary work on how various communication practices impact the fashion industry and on societal fashion-related practices and values. The special focus of this volume is how digital transformation is changing the field and its utility to practitioners. Using these academic insights, practitioners can understand the core causes and reasons for trends and developments in the field of fashion communication and marketing.

Basics Fashion Management 02: Fashion Promotion

Gwyneth Moore
Basics Fashion Management 02 Fashion Promotion Book PDF

Author : Gwyneth Moore
Publisher : A&C Black
Page : 186 pages
File Size : 46,6 Mb
Release : 2012-11-01
Category : Business & Economics
ISBN : 9782940411870

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Basics Fashion Management 02: Fashion Promotion by Gwyneth Moore Pdf

Fashion Promotion fully examines what's required for a 21st century fashion brand to make its mark and stay visible in a shifting consumer landscape.

Fashion Promotion

Gwyneth Moore
Fashion Promotion Book PDF

Author : Gwyneth Moore
Publisher : Bloomsbury Publishing
Page : 169 pages
File Size : 46,6 Mb
Release : 2021-01-14
Category : Business & Economics
ISBN : 9781350230651

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Fashion Promotion by Gwyneth Moore Pdf

Fashion Promotion is an inspiring and practical guide to promoting a brand. It addresses the new ways in which brands engage with customers, through the latest digital channels as well as traditional methods. Topics covered include developing a brand from an original idea, the impact of influencers and street style sites, digital fashion, online and offline marketing techniques, creating the vision behind a brand, and public relations. From marketing, PR and collaboration to creating brand visuals, Fashion Promotion guides readers through the ways in which any brand - large or small - can embrace the opportunities brought about by developments in digital communication, in order to engage with consumers in new and exciting ways. The new edition covers the impact of mobile on fashion retail transactions and marketing, the role for virtual and augmented reality and the increasing importance of sustainable production and distribution.

Marketing communication strategies for fashion brands and measurements of efficiency

Karola Schwindt
Marketing communication strategies for fashion brands and measurements of efficiency Book PDF

Author : Karola Schwindt
Publisher : GRIN Verlag
Page : 97 pages
File Size : 51,7 Mb
Release : 2014-12-12
Category : Business & Economics
ISBN : 9783656858485

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Marketing communication strategies for fashion brands and measurements of efficiency by Karola Schwindt Pdf

Bachelor Thesis from the year 2014 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 2,0, Niederrhein University of Applied Sciences Mönchengladbach , language: English, abstract: To successfully communicate a fashion brand, not only the advertising message itself has to match with the relevant target group, but also the right media have to be used to address the target group. Communication that wants to catch the brands’ target group and wants to be noticed has to meet exactly their lifestyle and attitude. Solely methods of mass communication do not reach the individual target audiences anymore. That is why new ways of communication become more important. This thesis provides a framework of marketing communication strategies, traditional and up-to-date ones, which can be applied to the target groups of the fashion market. Those strategies can be combined almost unlimited. However, the media planning should be carried out target group oriented. With the help of four relevant target audiences and their use of media will be exemplified how a brand can find the suitable strategies for its target group. Knowing how to define whether a strategy was successful, is just as important as gaining the attention of customers through this strategy. Therefore, it will be determined which measurements of efficiency are applicable for which marketing communication strategies.

Firms in the Fashion Industry

Laura Rienda,Lorena Ruiz-Fernández,Lindsey Drylie Carey,Irene García-Medina
Firms in the Fashion Industry Book PDF

Author : Laura Rienda,Lorena Ruiz-Fernández,Lindsey Drylie Carey,Irene García-Medina
Publisher : Springer Nature
Page : 179 pages
File Size : 42,8 Mb
Release : 2021-10-04
Category : Business & Economics
ISBN : 9783030762551

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Firms in the Fashion Industry by Laura Rienda,Lorena Ruiz-Fernández,Lindsey Drylie Carey,Irene García-Medina Pdf

This contributed volume captures some of the most current topics and trends in the fashion industry. It provides a theoretical and empirical analysis of the behaviour of firms in this fast-moving industry with a focus on their resources, capabilities and routines around communication and sustainability strategies in an international context. It covers hot topics such as the role of social media, sustainability, and luxury as well as brief mention on how the Covid-19 pandemic will impact fashion brands. With contributions from practitioners and academics, this book provides an overview of the debates, analysis and best practices, making it an invaluable resource for anyone studying or researching the fashion industry, branding, or luxury.

Marketing Fashion Second Edition

Harriet Posner
Marketing Fashion Second Edition Book PDF

Author : Harriet Posner
Publisher : Laurence King Publishing
Page : 473 pages
File Size : 54,7 Mb
Release : 2015-08-17
Category : Design
ISBN : 9781780678078

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Marketing Fashion Second Edition by Harriet Posner Pdf

Marketing and branding inform many of the strategic and creative decisions involved in fashion design and product development. Marketing is a vital component of the industry and an understanding of its importance and role is essential for those planning a career in fashion. Marketing Fashion, Second Edition is a practical guide to the fundamental principles of marketing and branding, from creating a customer profile to developing a brand identity. The book explains key theoretical concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market. All tools in the modern marketer's kit are discussed, from attending fashion fairs to viral marketing and online strategies. Using examples and case studies drawn from a broad range of fashion, textile, and retail businesses, students are led through the marketing process from initial consumer and market research to the creation of exciting marketing and branding campaigns. The book is designed to appeal to students at degree or foundation level as well as those contemplating a career within the fashion industry.

Engaging with Fashion

Federica Carlotto,Natalie McCreesh
Engaging with Fashion Book PDF

Author : Federica Carlotto,Natalie McCreesh
Publisher : BRILL
Page : 368 pages
File Size : 54,6 Mb
Release : 2018-11-26
Category : Social Science
ISBN : 9789004382435

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Engaging with Fashion by Federica Carlotto,Natalie McCreesh Pdf

This book is a modern exploration of how we engage with fashion today. Through a series of articles this book shows the ‘ways’ through which we can approach fashion. The articles are organized around the following six sections: marketing, consuming, educating, communicating, embodying and positioning - each with a mix of research approaches and strategies. From sustainability and consumerism to street-style and street-food. From how fashion is taught across the globe to how fashion is communicated through photography and the media. We invite the readers to be curators themselves, and to create their own ‘augmented knowledge’ of fashion, by reading the varied themes in this book. Contributors are Claire Allen, Deidra Arrington, Naomi Braithwaite, Jill Carey, Federica Carlotto, Karen Dennis, Doris Domoszlai, Linsday E. Feeny, Nádia Fernandes, Jacque Lynn Foltyn, Alessia Grassi, Chris Jones, Lan Lan, Peng Liu, Mario Matos Ribeiro, Natalie C. McCreesh, Alex McIntosh, Alice Morin, Nolly Moyssi, Maria Patsalosavvi, Laura Petican, Jennifer Richards, Susanne Schulz, Ines Simoes, Helen Storey, Steve Swindells, Stephen Wigley, Gaye Wilson and Cecilia Winterhalter.

Fashion Communication in the Digital Age

Nadzeya Kalbaska,Teresa Sádaba,Francesca Cominelli,Lorenzo Cantoni
Fashion Communication in the Digital Age Book PDF

Author : Nadzeya Kalbaska,Teresa Sádaba,Francesca Cominelli,Lorenzo Cantoni
Publisher : Springer
Page : 300 pages
File Size : 41,7 Mb
Release : 2019-06-03
Category : Business & Economics
ISBN : 9783030154363

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Fashion Communication in the Digital Age by Nadzeya Kalbaska,Teresa Sádaba,Francesca Cominelli,Lorenzo Cantoni Pdf

This book represents a major milestone in the endeavour to understand how communication is impacting on the fashion industry and on societal fashion-related practices and values in the digital age. It presents the proceedings of FACTUM 19, the first in a series of fashion communication conferences that highlights important theoretical and empirical work in the field. Beyond documenting the latest scientific insights, the book is intended to foster the sharing of methodological approaches, expand the dialogue between communications’ studies and fashion-related disciplines, help establish an international and interdisciplinary network of scholars, and offer encouragement and fresh ideas to junior researchers. It is of high value to academics and students in the fields of fashion communication, fashion marketing, visual studies in fashion, digital transformation of the fashion industry, and the cultural heritage dimension of fashion. In addition, it is a key resource for professionals seeking sound research on fashion communication and marketing.

The Management of Luxury

Benjamin Berghaus,Günter Müller-Stewens,Sven Reinecke
The Management of Luxury Book PDF

Author : Benjamin Berghaus,Günter Müller-Stewens,Sven Reinecke
Publisher : Kogan Page Publishers
Page : 497 pages
File Size : 53,6 Mb
Release : 2018-06-03
Category : Business & Economics
ISBN : 9780749481810

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The Management of Luxury by Benjamin Berghaus,Günter Müller-Stewens,Sven Reinecke Pdf

Examine luxury branding on a global scale, with more than fifty cutting edge contributions from the foremost thought leaders in luxury management and marketing. The Management of Luxury, second edition, presents a unique snapshot of best practice insights into the increasing challenges faced in luxury business, with contributions shared by more than fifty global leaders on luxury management. The highly renowned editors draw these together into one essential handbook, ranging from luxury brand strategy, luxury consumer behaviour and market positioning, through to management succession, heritage, counterfeiting and competing effectively as a luxury SME. Fully updated in its second edition, The Management of Luxury explores the newly evolving direction of Asian market trends and how to integrate digitalization into sales and product strategies. Both are crucial for competitive advantage in the luxury market, featured alongside iconic case studies such as Burberry, Louis Vuitton and Leica. The book's value is not only in streamlining management processes and return on investment; but equally for those who marvel at an industry unlike any other, striving to trust both in the conventional and innovate new paths towards the extraordinary. Highly influential, applicable and enlightening, it is a vital addition to every luxury business manager's collection.

Communicating Fashion Brands

Emily Huggard
Communicating Fashion Brands Book PDF

Author : Emily Huggard
Publisher : Unknown
Page : 0 pages
File Size : 40,9 Mb
Release : 2020
Category : Advertising
ISBN : 113861355X

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Communicating Fashion Brands by Emily Huggard Pdf

An introduction to fashion brand communication / Emily Huggard -- The fashion industry context / Emily Huggard -- The role of the fashion communicator as a cultural intermediary / Emily Huggard -- Motivation and the fashion consumer? / Jon Cope -- Communicating brand identity, creating fashionable identities / Rachel Lifter -- Co-creating fashion spaces / Anja Overdiek -- Co-creative storytelling / Patrick Lonergan -- Strategy : building a brand community / Jon Cope -- Strategy : the symbolic value of fashion brand collaboration / Jason Kass -- Conclusion and future directions : how fashion brand communication shapes culture / Emily Huggard and Jon Cope.

Transglobal Fashion Narratives

Anne Peirson-Smith,Joseph Hancock
Transglobal Fashion Narratives Book PDF

Author : Anne Peirson-Smith,Joseph Hancock
Publisher : Intellect (UK)
Page : 0 pages
File Size : 49,5 Mb
Release : 2018
Category : Clothing and dress
ISBN : 1783208449

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Transglobal Fashion Narratives by Anne Peirson-Smith,Joseph Hancock Pdf

Everywhere we look, people are using fashion to communicate self and society--who they are, and where they belong. Transglobal Fashion Narratives presents an international, interdisciplinary analysis of those narratives. Moving from sweatshop to runway, page to screen, camera to blog, and artist to audience, the book examines fashion as a mediated form of content in branding, as a literary and filmic device, and as a personal form of expression by industry professionals, journalists, and bloggers.