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Luxury Fashion and Media Communication

Paula von Wachenfeldt,Magdalena Petersson McIntyre

Author : Paula von Wachenfeldt,Magdalena Petersson McIntyre
Publisher : Bloomsbury Publishing
Page : 225 pages
File Size : 44,9 Mb
Release : 2023-11-30
Category : Business & Economics
ISBN : 9781350291072

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Luxury Fashion and Media Communication by Paula von Wachenfeldt,Magdalena Petersson McIntyre Pdf

Using image and film advertisements, interviews, social media and public and private archives, Luxury Fashion and Media Communication offers an interdisciplinary approach to analyzing the value of the luxury object. Regular reports on consumption in media and frequent advertising on social media have allowed people all over the world to share in the issues and development of luxury; but how is it communicated, and how has it affected the consumer? An international range of scholars explore the material and immaterial value and meaning of luxury, how it is materialized and how it is communicated between the luxury industry and the consumer. Investigating French, Italian and Spanish luxury brands and their communication strategies on the global market, and including two chapters focusing specifically on the Chinese and American markets, they examine the ambiguity of the luxury commodity. This volume shows particularly the conflicting narratives between the idea of exclusivity and human skills and their mass marketing. In exploring theoretical perspectives alongside the practicalities of how luxury is communicated, Luxury Fashion and Media Communication reveals the value of the luxury object and the consumer's behaviour in relation to that value. It offers an innovative and important intervention in the inter-related fields of luxury fashion, media and communication, and key reading for scholars, students and practitioners wishing to explore the material and immaterial value of luxury.

Luxury Fashion and Media Communication

Paula von Wachenfeldt,Magdalena Petersson McIntyre

Author : Paula von Wachenfeldt,Magdalena Petersson McIntyre
Publisher : Bloomsbury Publishing
Page : 156 pages
File Size : 52,7 Mb
Release : 2023-11-30
Category : Business & Economics
ISBN : 9781350291089

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Luxury Fashion and Media Communication by Paula von Wachenfeldt,Magdalena Petersson McIntyre Pdf

Using image and film advertisements, interviews, social media and public and private archives, Luxury Fashion and Media Communication offers an interdisciplinary approach to analyzing the value of the luxury object. Regular reports on consumption in media and frequent advertising on social media have allowed people all over the world to share in the issues and development of luxury; but how is it communicated, and how has it affected the consumer? An international range of scholars explore the material and immaterial value and meaning of luxury, how it is materialized and how it is communicated between the luxury industry and the consumer. Investigating French, Italian and Spanish luxury brands and their communication strategies on the global market, and including two chapters focusing specifically on the Chinese and American markets, they examine the ambiguity of the luxury commodity. This volume shows particularly the conflicting narratives between the idea of exclusivity and human skills and their mass marketing. In exploring theoretical perspectives alongside the practicalities of how luxury is communicated, Luxury Fashion and Media Communication reveals the value of the luxury object and the consumer's behaviour in relation to that value. It offers an innovative and important intervention in the inter-related fields of luxury fashion, media and communication, and key reading for scholars, students and practitioners wishing to explore the material and immaterial value of luxury.

The Art of Digital Marketing for Fashion and Luxury Brands

Wilson Ozuem,Silvia Ranfagni

Author : Wilson Ozuem,Silvia Ranfagni
Publisher : Springer Nature
Page : 471 pages
File Size : 55,7 Mb
Release : 2021-07-17
Category : Business & Economics
ISBN : 9783030703240

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The Art of Digital Marketing for Fashion and Luxury Brands by Wilson Ozuem,Silvia Ranfagni Pdf

This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a consumer’s purchase and post-purchase trajectories. The fashion industry has evolved rapidly over the last few years with the diffusion of fast fashion and luxury democratization, not to mention the advent of ICT and the development of communication. Today, fashion companies face new challenges, such as how to manage brands and how to choose between marketplaces and digital marketspaces. While some companies focus on one channel selection, others embrace the omnichannel choice and look for a balance between the two environments. Whatever the strategy, it is essential to manage these touch-points in order to create interaction between consumers and brands, provide meaningful customer experiences, and to maximize customers’ engagement. An insightful read for scholars in marketing, fashion and retail, this book investigates the triangulation between branding, marketplace, and marketspace and its impact on the organization.

Fashion Branding and Communication

Byoungho Jin,Elena Cedrola

Author : Byoungho Jin,Elena Cedrola
Publisher : Springer
Page : 188 pages
File Size : 46,7 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.

Developing Successful Global Strategies for Marketing Luxury Brands

Mosca, Fabrizio,Casalegno, Cecilia,Gallo, Rosalia

Author : Mosca, Fabrizio,Casalegno, Cecilia,Gallo, Rosalia
Publisher : IGI Global
Page : 351 pages
File Size : 55,6 Mb
Release : 2021-03-26
Category : Business & Economics
ISBN : 9781799858836

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Developing Successful Global Strategies for Marketing Luxury Brands by Mosca, Fabrizio,Casalegno, Cecilia,Gallo, Rosalia Pdf

In recent times, the advent of new technologies, the concerns about sustainability, and the new tastes of the youngest generations of luxury consumers have affected the traditional dynamics of the luxury goods markets. These emerging issues have caused significant changes in the marketing of luxury goods. Sustainable development is not a new practice in the luxury market but is of increasing importance. The real challenge is for luxury companies to overcome the residual corporate social responsibility perspective to embrace a real integration of environmental, ethical, and social concerns into the corporate strategy. Integrated output and sustainable processes, the introduction of non-financial reporting as operational practice, and a new orientation to circular economy practices are emerging issues that still today request for a deeper exploration both on the academic and managerial point of view. Digitalization is another relevant issue that is reshaping the business model of luxury companies. Big data, blockchain, omnichannel experience, and digital customer experience represent the main digital challenges that luxury brand companies are facing nowadays. Luxury brands must keep up with these digital demands and sustainability concerns to maintain their position in the global market. Developing Successful Global Strategies for Marketing Luxury Brands upgrades the most relevant theoretical frameworks and empirical research about the marketing of luxury goods. This book is focused on contemporary issues affecting luxury industries such as digital transformation (blockchain, big data, analytics, innovation processes), sustainable development, changes in luxury consumers’ behavior, integration between physical and online channels, and the development of social media marketing strategies. Chapters will cover areas of marketing, management, buyer behavior, and international business, creating a multidisciplinary approach for this book. This book is ideal for scholars, local government agencies and public bodies, managers, luxury business owners, along with practitioners, stakeholders, researchers, academicians, and students who are interested in emerging issues affecting the luxury market, such as sustainability and digital transformation.

Firms in the Fashion Industry

Laura Rienda,Lorena Ruiz-Fernández,Lindsey Drylie Carey,Irene García-Medina

Author : Laura Rienda,Lorena Ruiz-Fernández,Lindsey Drylie Carey,Irene García-Medina
Publisher : Springer Nature
Page : 179 pages
File Size : 52,5 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.

Fashion & Luxury Marketing

Michael R. Solomon,Mona Mrad

Author : Michael R. Solomon,Mona Mrad
Publisher : SAGE
Page : 517 pages
File Size : 53,5 Mb
Release : 2022-04-14
Category : Business & Economics
ISBN : 9781529765403

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Fashion & Luxury Marketing by Michael R. Solomon,Mona Mrad Pdf

Written by marketing experts, this authoritative and comprehensive full-colour textbook made up of both accessible research and theory, real-world examples and case studies including Prada, Gucci and Burberry, provides students with an overview of the global fashion industry and fashion marketing, strategy, branding, communications, retailing and distribution, as well as the psychological factors involved in consuming fashion and luxury. The role of social media, celebrities and influencers such as Kim Kardashian and Lil Miquela are discussed, as is the ever-increasing role of ethical fashion and sustainability. The authors also offer an expanded view of fashion and luxury by moving beyond just clothing and apparel to include other fashionable and luxurious products and services, including technology. Packed with attractive visuals from fashion and culture, and accompanied by chapter summaries, questions and exercises, this textbook is essential reading for students studying fashion, luxury, marketing, management, retailing, branding and communications. Also provided for educators are supporting PowerPoint slides and an instructor’s manual to support use of the textbook with students. Suitable for Fashion Marketing/Fashion Consumer Behaviour modules as well as a general text for Fashion Marketing programmes. The text will also appeal to Luxury programmes (MBA etc) and Retail Marketing modules (UG).

Fashion Marketing Communications

Gaynor Lea-Greenwood

Author : Gaynor Lea-Greenwood
Publisher : John Wiley & Sons
Page : 231 pages
File Size : 41,7 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.

Research Anthology on Business Continuity and Navigating Times of Crisis

Management Association, Information Resources

Author : Management Association, Information Resources
Publisher : IGI Global
Page : 1907 pages
File Size : 49,7 Mb
Release : 2022-01-07
Category : Business & Economics
ISBN : 9781668445044

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Research Anthology on Business Continuity and Navigating Times of Crisis by Management Association, Information Resources Pdf

When the COVID-19 pandemic caused a halt in global society, many business leaders found themselves unprepared for the unprecedented change that swept across industry. Whether the need to shift to remote work or the inability to safely conduct business during a global pandemic, many businesses struggled in the transition to the “new normal.” In the wake of the pandemic, these struggles have created opportunities to study how businesses navigate these times of crisis. The Research Anthology on Business Continuity and Navigating Times of Crisis discusses the strategies, cases, and research surrounding business continuity throughout crises such as pandemics. This book analyzes business operations and the state of the economy during times of crisis and the leadership involved in recovery. Covering topics such as crisis management, entrepreneurship, and business sustainability, this four-volume comprehensive major reference work is a valuable resource for managers, CEOs, business leaders, entrepreneurs, professors and students of higher education, researchers, and academicians.

Fashion Communication in the Digital Age

Nadzeya Sabatini,Teresa Sádaba,Alessandro Tosi,Veronica Neri,Lorenzo Cantoni

Author : Nadzeya Sabatini,Teresa Sádaba,Alessandro Tosi,Veronica Neri,Lorenzo Cantoni
Publisher : Springer Nature
Page : 320 pages
File Size : 55,5 Mb
Release : 2023-08-08
Category : Business & Economics
ISBN : 9783031385414

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Fashion Communication in the Digital Age by Nadzeya Sabatini,Teresa Sádaba,Alessandro Tosi,Veronica Neri,Lorenzo Cantoni Pdf

This is an open access book. FACTUM Conference proceedings are the output of one of the few academic events of its nature happening globally, researching fashion communication from different angles and perspectives. It includes contributions from scholars studying communication and marketing, management, digital transformation, and cultural heritage, among other disciplines. This book presents papers from the third bi-annual Conference, which aims to become the major reference point in the field. These proceedings seek to promote theoretical and empirical interdisciplinary work on how various communication practices impact both the fashion industry and societal fashion-related practices and values. With these proceedings, several objectives are aimed to be achieved, namely: - to establish and consolidate an international and interdisciplinary network of scholars in the field of fashion communication; - to share methodological approaches; - to expand the dialogue between communications studies and fashion-related disciplines; - to encourage junior researchers to pursue their scientific interests in this field. Finally, the book can be used by professionals in the field of fashion communication and marketing, who are eager to access sound research in a field that is developing very fast due to its digital transformation.

Communicating Fashion Brands

Emily Huggard,Jon Cope

Author : Emily Huggard,Jon Cope
Publisher : Routledge
Page : 194 pages
File Size : 49,7 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.

Storytelling in Luxury Fashion

Amanda Sikarskie

Author : Amanda Sikarskie
Publisher : Routledge
Page : 211 pages
File Size : 51,9 Mb
Release : 2020-11-22
Category : Design
ISBN : 9781000259681

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Storytelling in Luxury Fashion by Amanda Sikarskie Pdf

This book examines the ways in which luxury fashion brands use their heritage in their digital storytelling and marketing. With chapters from authors in China and Macau (PRC), India, Romania, Turkey, the United Kingdom, and the United States, covering British, Chinese, French, Japanese, Indian, Italian, and Turkish brands, this truly global collection is the first book of its kind devoted solely to the emerging study of digital heritage storytelling. This method of reaching potential consumers and perpetuating brand identity is a hugely important factor in the marketing of luxury brands and has yet to be studied comprehensively. The book will be of interest to scholars working in fashion studies, fashion history, design history, design studies, digital humanities, and fashion marketing.

Fashion Marketing and Communication

Olga Mitterfellner

Author : Olga Mitterfellner
Publisher : Routledge
Page : 273 pages
File Size : 52,6 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.

Digital Channels and Social Media Management in Luxury Markets

Fabrizio Mosca,Chiara Civera

Author : Fabrizio Mosca,Chiara Civera
Publisher : Routledge
Page : 284 pages
File Size : 43,5 Mb
Release : 2017-11-23
Category : Business & Economics
ISBN : 9781351332286

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Digital Channels and Social Media Management in Luxury Markets by Fabrizio Mosca,Chiara Civera Pdf

In recent years, luxury goods markets have faced significant changes that have influenced both the dynamics of the competition, as well as their strategies. The principal changes include the following: new geographical market development, such as in the Far East, India, and some parts of Africa (these countries are added to a list of already relevant countries that are involved in luxury goods consumption, such as the Emirates, Russia, and South America); diffusion of new media and new technologies in communication, which is characterized by a high degree of interaction; the evolution of distribution channels is underway – these channels are moving towards new forms of integration that utilize both physical digital channels. This has forced firms to revise their strategies and implement multichannel marketing strategies to continue to operate in increasingly international markets that are characterized by increasingly more demanding and informed consumers. This book will enable readers to gain a clear insight into how the luxury goods market operates and amongst other things, focuses on: recent internet and social media strategies adopted by luxury companies and their brands; how luxury companies manage their communication and distribution channels to compete in the market and the impact of digital marketing on their competition; the main models of direct and indirect distribution in the digital channels; how consumers react to multichannel strategies; trends, social commerce and CSR and how luxury companies react; identifying the different social media strategies for luxury companies.

Communicating Fashion

Myles Ethan Lascity

Author : Myles Ethan Lascity
Publisher : Bloomsbury Publishing
Page : 288 pages
File Size : 49,9 Mb
Release : 2021-03-25
Category : Design
ISBN : 9781350112261

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Communicating Fashion by Myles Ethan Lascity Pdf

How did you decide what to wear today? Did you base your selection on comfort or style? Did you want to blend in or stand out - or was it just the cleanest outfit available? We each make these decisions every day, reflecting how we view ourselves and impacting how others see us. Our choices matter - not just to us personally, but also to the magazine editors, brand ambassadors and trend forecasters who make a living by selling to us. Communicating Fashion introduces key concepts from the intersecting worlds of fashion and communication studies to connect how we all use clothing to express ourselves and how media systems support that process. In doing so, Myles Ethan Lascity explores social, cultural and ethical issues through the work of fashion journalism, brand promotions and the growing role of online influencers as well as the impact of film, television and art on self-image and expression. Key topics: - Advertising, Branding and Fashion Retail - Clothing, Art and Cultural Significance - Clothing as Group and Cultural Norms - Clothing, Identity and Interpersonal Communication - Fashion News and Tastemaking - Fashion, Social Media and Influencers - Meaning within the Fashion System - On-screen Clothing

Luxury Fashion And Media Communication

Luxury Fashion and Media Communication by Paula von Wachenfeldt,Magdalena Petersson McIntyre Pdf

Luxury Fashion and Media Communication by Paula von Wachenfeldt,Magdalena Petersson McIntyre Pdf

The Art of Digital Marketing for Fashion and Luxury Brands by Wilson Ozuem,Silvia Ranfagni Pdf

Fashion Branding and Communication by Byoungho Jin,Elena Cedrola Pdf

Developing Successful Global Strategies for Marketing Luxury Brands by Mosca, Fabrizio,Casalegno, Cecilia,Gallo, Rosalia Pdf

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

Fashion & Luxury Marketing by Michael R. Solomon,Mona Mrad Pdf

Fashion Marketing Communications by Gaynor Lea-Greenwood Pdf

Research Anthology on Business Continuity and Navigating Times of Crisis by Management Association, Information Resources Pdf

Fashion Communication in the Digital Age by Nadzeya Sabatini,Teresa Sádaba,Alessandro Tosi,Veronica Neri,Lorenzo Cantoni Pdf

Communicating Fashion Brands by Emily Huggard,Jon Cope Pdf

Storytelling in Luxury Fashion by Amanda Sikarskie Pdf

Fashion Marketing and Communication by Olga Mitterfellner Pdf

Digital Channels and Social Media Management in Luxury Markets by Fabrizio Mosca,Chiara Civera Pdf

Communicating Fashion by Myles Ethan Lascity Pdf

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