Fashion Promotion In Practice

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Fashion Promotion in Practice

Jon Cope,Dennis Maloney (Fashion writer)
Fashion Promotion in Practice Book PDF

Author : Jon Cope,Dennis Maloney (Fashion writer)
Publisher : Unknown
Page : 128 pages
File Size : 41,7 Mb
Release : 2016
Category : Advertising
ISBN : 1474222285

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Fashion Promotion in Practice by Jon Cope,Dennis Maloney (Fashion writer) Pdf

Offering crucial insights into the how and why of promotional practice, this guide explores the key issues and main areas of fashion promotion, including fashion film, the democratisation of the catwalk, strategic brand collaborations, fashion magazines, celebrity endorsement, curating the fashion space, advertising, public relations and campaign planning and evaluation. It also explores the key technologies, events and activities that have shaped each practice, and includes exercises, case studies and interviews with major industry professionals.

Fashion Promotion in Practice

Jon Cope,Dennis Maloney
Fashion Promotion in Practice Book PDF

Author : Jon Cope,Dennis Maloney
Publisher : Bloomsbury Publishing
Page : 437 pages
File Size : 42,9 Mb
Release : 2020-08-06
Category : Business & Economics
ISBN : 9781472568939

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Fashion Promotion in Practice by Jon Cope,Dennis Maloney Pdf

Fashion lives and dies by stories. Aiming to 'tell the stories of fashion', Fashion Promotion in Practice both instructs and inspires through an entertaining look at contemporary promotional practice within the fashion industry, showing you how you can apply this to your own future brands and campaigns. Offering crucial insights into the how and why of promotional practice, Fashion Promotion in Practice explores the key issues and main areas of fashion promotion, including fashion film, the democratization of the catwalk, strategic brand collaborations, fashion magazines, celebrity endorsement, curating the fashion space, advertising, public relations, and campaign planning and evaluation. Each chapter also explores the key technologies, events and activities, which have shaped each practice. Beautifully illustrated, this go-to guide for fashion promotion contains exercises, case studies and interviews with major industry professionals, including Oliviero Toscani, Adam Drawas, Rebecca Grant, Kathryn Ferguson, Georgia Hardinge and Josie Roscopp, Diane Pernet, Andrea Leonardi and Katie Baron, making it a must-read for all those involved in the fashion industry.

Fashion Marketing and Communication

Olga Mitterfellner
Fashion Marketing and Communication Book PDF

Author : Olga Mitterfellner
Publisher : Routledge
Page : 273 pages
File Size : 46,7 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.

Celebrity Fashion Marketing

Fykaa Caan,Angela Lee
Celebrity Fashion Marketing Book PDF

Author : Fykaa Caan,Angela Lee
Publisher : Taylor & Francis
Page : 163 pages
File Size : 55,5 Mb
Release : 2023-02-21
Category : Business & Economics
ISBN : 9781000830958

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Celebrity Fashion Marketing by Fykaa Caan,Angela Lee Pdf

This book explores the concept of the celebrity as a 'Human Fashion Brand' and the effectiveness of the celebrity in promoting fashions and shaping the identity and decisions of fashion consumers. Beginning with an overview of the background and context of the fashion celebrity, the authors consider celebrity fashion classifications, fashion influencers, explore existing theory, models, and tools and the role of technology; and explain how celebrity-endorsed products impact on fashion consumers and trends. The book defines and develops a ‘Human Fashion Brand Model’, which describes the relationship between the fashion celebrity, fashion celebrity marketers and fashion consumer behaviour choices in celebrity fashion emulation. Coupled with reflective questions to aid learning, every chapter is illustrated by case studies of celebrities as fashion brands, as well as their impact on fashion, including Kylie Jenner and Kim Kardashian, Beyoncé, and Madonna. Providing a holistic understanding of the celebrity as a human fashion brand and celebrity-inspired fashion consumption, Celebrity Fashion Marketing should be recommended reading for advanced undergraduate and postgraduate students studying Celebrity Fashion and Influencer Marketing, Fashion Marketing, Fashion Brand Management, and Consumer Behaviour.

Fashion Marketing

Mike Easey
Fashion Marketing Book PDF

Author : Mike Easey
Publisher : John Wiley & Sons
Page : 280 pages
File Size : 47,6 Mb
Release : 2009-03-16
Category : Business & Economics
ISBN : 1444309560

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Fashion Marketing by Mike Easey Pdf

‘Clothing that is not purchased or worn is not fashion’ (to paraphrase Armani) Knowledge of marketing is essential to help ensure success and reduce the risk of failure in fashion. For the designer starting up in business, this book offers a guide to the major decisions that will enable you to fulfil your creative potential and be a financial success: What are the major trends we should be monitoring?; How should we set our prices?; What is the most effective way to get our message across about the new product range?; Which colour-wash will be the most popular with buyers? Marketing is now a firmly established element of most fashion and clothing courses. Fashion Marketing is written to meet students’ requirements and has many features making it essential reading for anyone involved in the fashion and clothing business: · deals with contemporary issues in fashion marketing · up-to-date examples of global good practice · exclusively about fashion marketing · a unique contribution on range planning with a practical blend of sound design sense and commercial realism · a balance of theory and practice, with examples to illustrate key concepts · clear worked numerical examples to ensure that the ideas are easily understood and retained · over 50 diagrams · a glossary of the main fashion marketing terms and a guide to further reading · a systematic approach to fashion marketing, not hyperbole or speculation. The new edition has been updated throughout with new material on different promotional media, visual marketing and international marketing research; and new coverage of internal marketing, supply chain management, international marketing communications as well as the role of the internet. See www.blackwellpublishing.com/easey for supporting pack for tutors, including PowerPoint slides for each chapter plus ideas and exercises for seminars.

Communicating Fashion Brands

Emily Huggard,Jon Cope
Communicating Fashion Brands Book PDF

Author : Emily Huggard,Jon Cope
Publisher : Routledge
Page : 194 pages
File Size : 40,6 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.

Marketing Fashion Second Edition

Harriet Posner
Marketing Fashion Second Edition Book PDF

Author : Harriet Posner
Publisher : Laurence King Publishing
Page : 473 pages
File Size : 40,9 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.

Fashion Promotion

Gwyneth Moore
Fashion Promotion Book PDF

Author : Gwyneth Moore
Publisher : Bloomsbury Publishing
Page : 169 pages
File Size : 41,7 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.

Fashion Writing

Claudia B. Manley,Abi Slone
Fashion Writing Book PDF

Author : Claudia B. Manley,Abi Slone
Publisher : Taylor & Francis
Page : 218 pages
File Size : 50,9 Mb
Release : 2022-11-30
Category : Language Arts & Disciplines
ISBN : 9781000785616

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Fashion Writing by Claudia B. Manley,Abi Slone Pdf

Acting as a comprehensive primer for the field of fashion writing, this book provides an accessible entry point for readers from diverse backgrounds, giving them a clear understanding of the intricacies of fashion writing, the outlets in which it appears, and the possibilities beyond the page. Fashion Writing: A Primer lays out a framework for various types of fashion writing (runway and trend reports, service pieces, features, and more), while offering students a solid foundation of fashion history, cultural touchstones, common fashion terminology, and contemporary issues affecting the fashion industry today. Featuring interviews with current fashion journalists, such as Robin Givhan, Sarah Mower, Charlie Porter, and Amanda Winnie Kabuiku, as well as annotated bibliographies centred on the themes of each chapter, this book delivers fashion writing essentials for anyone interested in the field. Readers will come away aware of the many influences on the fashion world, helping them establish credibility as a fashion writer. Covering both print and online outlets, this is a valuable text for students with an interest in fashion communication, journalism, and fashion media, as well as early career fashion professionals looking for a complete guide to the industry.

Fashion Promotion

Gwyneth Moore
Fashion Promotion Book PDF

Author : Gwyneth Moore
Publisher : Unknown
Page : 128 pages
File Size : 43,5 Mb
Release : 2016
Category : Clothing trade
ISBN : 1474218385

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Fashion Promotion by Gwyneth Moore Pdf

This series is designed to provide visual arts students with a theoretical and practical exploration of each of the fundamental topics within the discipline of fashion management. Packed with examples from students and professionals and fully illustrated with clear diagrams and inspiring imagery, they offer an essential exploration of the subject.

Fashion Marketing

Marianne Bickle
Fashion Marketing Book PDF

Author : Marianne Bickle
Publisher : Bloomsbury Publishing USA
Page : 354 pages
File Size : 54,7 Mb
Release : 2010-06-21
Category : Business & Economics
ISBN : 9781628921007

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Fashion Marketing by Marianne Bickle Pdf

Prior to the 1970s and 1980s, fashion marketing focused heavily (and perhaps solely) on women's fashions. Today, fashion marketing influences all products and how consumers use these products. How products are marketed, when products are marketed, the evolution of products into different sizes, shapes, colors, and uses are all influenced by fashion marketers. Fashion marketing is taken to different levels from branding a person (e.g., Ralph Lauren, the person), a line of products (e.g., Lexus luxury cars), or a single product (e.g., Coach handbag). This much-needed text introduces new methods and technologies to apply today's principles to future practices of fashion marketing.

Promoting Fashion

Caline Anouti,Barbara Graham
Promoting Fashion Book PDF

Author : Caline Anouti,Barbara Graham
Publisher : Laurence King Publishing
Page : 0 pages
File Size : 50,5 Mb
Release : 2018-08-21
Category : Business & Economics
ISBN : 1786272156

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Promoting Fashion by Caline Anouti,Barbara Graham Pdf

The marketing, promotion, and communication of fashion is entering an extremely dynamic, fast moving, and challenging phase. This book will put the consumer at the heart of the process, looking at how to develop a brand with which they can form an immediate connection and how to select, use, and combine the tools available to communicate the brand message. Advertising campaigns, both traditional offline and online, are discussed together with the existing and new methods of PR and promotion. Individual chapters then look at social media, e-commerce and online fashion retail, personal selling and offline fashion retail, direct marketing, fashion shows, and sales promotions. The final chapter looks at how to cost and assess the effectiveness of each method of promotion and communication. Illustrated throughout with campaigns in all forms of media, the book also includes case studies and interviews with leading professionals.

Fashion Marketing Communications

Gaynor Lea-Greenwood
Fashion Marketing Communications Book PDF

Author : Gaynor Lea-Greenwood
Publisher : John Wiley & Sons
Page : 231 pages
File Size : 48,6 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.

Beyond The Dark Arts: Advancing Marketing And Communication Theory And Practice

Linda Brennan,Lukas Parker,Krzysztof Kubacki,Ella Chorazy,Michaela Jackson
Beyond The Dark Arts Advancing Marketing And Communication Theory And Practice Book PDF

Author : Linda Brennan,Lukas Parker,Krzysztof Kubacki,Ella Chorazy,Michaela Jackson
Publisher : World Scientific
Page : 334 pages
File Size : 53,8 Mb
Release : 2023-04-25
Category : Business & Economics
ISBN : 9789811276071

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Beyond The Dark Arts: Advancing Marketing And Communication Theory And Practice by Linda Brennan,Lukas Parker,Krzysztof Kubacki,Ella Chorazy,Michaela Jackson Pdf

Marketing and communications are ever-evolving areas, with trends and issues quickly emerging, and often fading just as fast. An evergreen issue that continues to gain more and more traction is that of socially responsible and ethical marketing. The text discusses the increasing importance of socially responsible and ethical marketing and communication in today's world, where social media and social marketing have a wide reach. With practical applications and case studies for marketing and management practitioners to implement socially responsible and ethical communication campaigns, the book provides a tool kit for marketing and management practitioners to implement socially responsible and ethical communication campaigns. It is a must-read for researchers in social and ethical marketing, as well as educators in marketing, communication, social responsibility, sustainability, and ethics.

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 : 55,7 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.