Storytelling In Luxury Fashion

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Storytelling in Luxury Fashion

Amanda Sikarskie
Storytelling in Luxury Fashion Book PDF

Author : Amanda Sikarskie
Publisher : Routledge
Page : 194 pages
File Size : 42,9 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 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 : 49,9 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.

Management and Inter/Intra Organizational Relationships in the Textile and Apparel Industry

Margalina, Vasilica-Maria,Lavín, José M.
Management and Inter Intra Organizational Relationships in the Textile and Apparel Industry Book PDF

Author : Margalina, Vasilica-Maria,Lavín, José M.
Publisher : IGI Global
Page : 427 pages
File Size : 50,9 Mb
Release : 2019-12-27
Category : Business & Economics
ISBN : 9781799818618

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Management and Inter/Intra Organizational Relationships in the Textile and Apparel Industry by Margalina, Vasilica-Maria,Lavín, José M. Pdf

Numerous clothing industries face highly dynamic environments, and growth in this environment depends upon both external and internal factors. External factors are represented by aggressive competition and volatile product demand. Internally, the industry must face an increasingly shorter life cycle of the product and the need to innovate both product and organizational development. The competitive advantage of the industry lies in its ability to design a value-creating system based on the management of both external and internal relationships. The successful management of these relationships relies not only on successful customer relationship management but also on effective product supply and demand upkeep. Management and Inter/Intra Organizational Relationships in the Textile and Apparel Industry provides emerging research exploring relevant theoretical frameworks and the latest empirical research underlining the complexity of management applications within the textile industry. Featuring coverage on a broad range of topics such as consumer relationships, cultural identity, and organizational culture, this book is ideally designed for researchers, academicians, professionals, and students working in various disciplines including management, industrial organization, organizational behavior, human resource management, decision science, design science, and information and communication. Moreover, the book will provide insights and support executives and managers of the textile and apparel industry concerned with the ethic design, contamination, and the management relationships with workers, customers, suppliers, the community, and organizational development.

Brand Storytelling

Miri Rodriguez
Brand Storytelling Book PDF

Author : Miri Rodriguez
Publisher : Kogan Page Publishers
Page : 257 pages
File Size : 41,6 Mb
Release : 2023-07-03
Category : Business & Economics
ISBN : 9781398610095

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Brand Storytelling by Miri Rodriguez Pdf

Written by the award-winning storyteller Miri Rodriguez at Microsoft, this bestselling book gets back to the heart of brand loyalty, consumer behavior and engagement as a business strategy by using storytelling to trigger the emotions that humans are driven by. Despite understanding essential storytelling techniques, brands continue to explain how their product or service can help the customer, rather than showcasing how the customer's life has changed as a result of them. This second edition of Brand Storytelling contains new trends in storytelling, as well as expanding on story experience and employee experience. This book explores the future of brand storytelling in a post pandemic era. New to this edition is also a 'How to Guide' taking readers through each step of the design thinking process in order to prototype their stories. Brand Storytelling provides a step-by-step guide to assess, dismantle and rebuild a brand story, shifting the brand from a 'hero' to 'sidekick' mentality and positioning the customer as a key influencer to motivate the audience. Clarifying why machine-learning, AI and automation only tell one side of the story, this book will inspire you with cutting edge interviews and case studies from leading brands like Expedia, Coca Cola, McDonalds, Adobe and Google to tap into authentic brand loyalty and human connection.

Brand Storytelling in the Digital Age

S M A Moin
Brand Storytelling in the Digital Age Book PDF

Author : S M A Moin
Publisher : Springer Nature
Page : 113 pages
File Size : 49,9 Mb
Release : 2020-10-26
Category : Business & Economics
ISBN : 9783030590857

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Brand Storytelling in the Digital Age by S M A Moin Pdf

Inextricably linked to human evolution, storytelling has always been a key element of the marketer’s toolkit. However, despite extensive practitioner interest, academic research on the topic currently falls short. This book highlights how storytelling has evolved from an ancient art to contemporary marketing science, placing it in the context of digitisation and social media. It reflects the dramatic shift in brand storytelling in which marketers are in the driving seat, leaving consumers to do the navigating. Based within the context of AI, the influence of VR, AR, big data, and new media, this book predicts a creative renaissance in brand storytelling; one that will be at the intersection of science, art and humanity. The author suggests that there will be a shift from ad to art through the use of cognition and emotion, data and fiction. It suggests that through storytelling, brands will be able to connect with their customers’ hearts and minds. Drawing upon interdisciplinary research on neuroscience, emotional attachment and narrative theory, the book critically analyses existing theories, practices and applications of storytelling, providing a platform for debate between academics, researchers and practitioners.

Social Media for Fashion Marketing

Wendy K. Bendoni
Social Media for Fashion Marketing Book PDF

Author : Wendy K. Bendoni
Publisher : Bloomsbury Publishing
Page : 273 pages
File Size : 47,6 Mb
Release : 2020-08-06
Category : Business & Economics
ISBN : 9781474238991

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Social Media for Fashion Marketing by Wendy K. Bendoni Pdf

Social Media for Fashion Marketing uses cutting edge case studies and detailed interviews to show how the business of fashion is changing in the digital landscape. Bendoni (@BendoniStyle) also considers the psychological impact of being a hyper-connected consumer and the generational gaps in social media communication. Using academic research, alongside her 25 years of fashion marketing experience, Bendoni offers a clear picture of the changing narrative of storytelling, social confirmation, digital nesting and how to use data to shape a brand's online presence. With practical and critical thinking activities to hone your skills into professional practice, this is the ultimate guide to social marketing, promotion, SEO, branding and communication. Featured topics - Rules of Digital Storytelling - Rethinking Gamification - Strategic Digital Marketing - The Role of Citizen Journalists - The Social Media Looking Glass - World of Influencer Marketing - Visual Consumption Economy - Global Perspective of Social Media

The Luxury Strategy

Jean-Noël Kapferer,Vincent Bastien
The Luxury Strategy Book PDF

Author : Jean-Noël Kapferer,Vincent Bastien
Publisher : Kogan Page Publishers
Page : 408 pages
File Size : 41,6 Mb
Release : 2012-09-03
Category : Business & Economics
ISBN : 9780749464929

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The Luxury Strategy by Jean-Noël Kapferer,Vincent Bastien Pdf

Discover the secrets to successful luxury brand management with this bestselling guide written by two of the world's leading experts on luxury branding, Jean-Noël Kapferer and Vincent Bastien, providing a unique blueprint for luxury brands and companies. Having established itself as the definitive work on the essence of a luxury brand strategy, this book defines the differences between premium and luxury brands and products, analyzing the nature of true luxury brands and turning established marketing 'rules' upside-down. Written by two world experts on luxury branding, The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Armani, Gucci, and Ralph Lauren into profitable global brands. Now with a new section on marketing and selling luxury goods online and the impact of social networks and digital developments, this book has truly cemented its position as the authority on luxury strategy.

European fashion

Regina Lee Blaszczyk,Véronique Pouillard
European fashion Book PDF

Author : Regina Lee Blaszczyk,Véronique Pouillard
Publisher : Manchester University Press
Page : 528 pages
File Size : 40,9 Mb
Release : 2018-02-07
Category : Design
ISBN : 9781526122117

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European fashion by Regina Lee Blaszczyk,Véronique Pouillard Pdf

The period since 1945 has been a transformative era for the fashion industry. Over the course of seventy years, the fashion world has moved from celebrating the craftsmanship of haute couture to revelling in ever-changing fast-fashion. This volume examines the transition from the old system to the new in a series of case studies grouped around three major themes. Part I focuses on Paris as a creative hub, aiming to understand how the birthplace of haute couture adapted to late-twentieth-century developments. Part II considers the retailer’s role in shaping taste, responding to consumer expectations and disseminating fashion merchandise. Part III looks to alternative visions of the European fashion system that have appeared in unexpected places. The volume is highly interdisciplinary, covering design history, cultural anthropology, ethnography, management studies and the cultural history of business.

Digitalization in the Luxury Fashion Industry

Anna Cabigiosu
Digitalization in the Luxury Fashion Industry Book PDF

Author : Anna Cabigiosu
Publisher : Springer Nature
Page : 252 pages
File Size : 45,6 Mb
Release : 2020-07-13
Category : Business & Economics
ISBN : 9783030488109

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Digitalization in the Luxury Fashion Industry by Anna Cabigiosu Pdf

The luxury fashion industry is one of the best performing and fastest growing industries in today’s business landscape, and is set to continue expanding over the next years. Exploring the effects of digitalization, this book aims to increase our understanding of the key drivers of internal growth and competitiveness in luxury fashion firms. With a focus on the development of new brand strategies brought about by digitalization, the author outlines the need for business models to be redesigned in order to make use of social media and satisfy Millennial consumers. Offering case studies on leading luxury fashion brands, this timely book evaluates new digital technologies and strategies including omnichannel marketing, 3D printing and smart textiles. A must-read for those researching digital marketing and branding, as well as luxury or fashion management, this book provides a much-needed and up-to-date analysis of a successful and digitally aware industry.

Luxury Fashion and Culture

Arch G. Woodside,Eunju Ko
Luxury Fashion and Culture Book PDF

Author : Arch G. Woodside,Eunju Ko
Publisher : Emerald Group Publishing
Page : 160 pages
File Size : 51,8 Mb
Release : 2013-03-14
Category : Social Science
ISBN : 9781781902103

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Luxury Fashion and Culture by Arch G. Woodside,Eunju Ko Pdf

Focuses on the study of how humans use high quality, highly pleasurable, and frequently rare products, services, and experiences to distinguish to themselves and others who they are as well as whom they are not - both within and across cultures.

Storytelling

Christian Salmon
Storytelling Book PDF

Author : Christian Salmon
Publisher : Verso Books
Page : 233 pages
File Size : 55,5 Mb
Release : 2017-01-31
Category : Social Science
ISBN : 9781784786595

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Storytelling by Christian Salmon Pdf

Politics is no longer the art of the possible, but of the fictive. Its aim is not to change the world as it exists, but to affect the way that it is perceived. In Storytelling Christian Salmon looks at the twenty-first century hijacking of creative imagination, anatomizing the timeless human desire for narrative form, and how this desire is abused by the marketing mechanisms that bolster politicians and their products: luxury brands trade on embellished histories, managers tell stories to motivate employees, soldiers in Iraq train on Hollywood-conceived computer games, and spin doctors construct political lives as if they were a folk epic. This "storytelling machine" is masterfully unveiled by Salmon, and is shown to be more effective and insidious as a means of oppression than anything dreamed up by Orwell.

Digital Storytelling

Joe Lambert,Brooke Hessler
Digital Storytelling Book PDF

Author : Joe Lambert,Brooke Hessler
Publisher : Routledge
Page : 220 pages
File Size : 44,5 Mb
Release : 2018-05-04
Category : Social Science
ISBN : 9781351266345

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Digital Storytelling by Joe Lambert,Brooke Hessler Pdf

In this revised and updated edition of the StoryCenter's popular guide to digital storytelling, StoryCenter founder Joe Lambert offers budding storytellers the skills and tools they need to craft compelling digital stories. Using a "Seven Steps" approach, Lambert helps storytellers identify the fundamentals of dynamic digital storytelling – from conceiving a story, to seeing, assembling, and sharing it. Readers will also find new explorations of the global applications of digital storytelling in education and other fields, as well as additional information about copyright, ethics, and distribution. The book is filled with resources about past and present projects on the grassroots and institutional level, including new chapters specifically for students and a discussion of the latest tools and projects in mobile device-based media. This accessible guide’s meaningful examples and inviting tone makes this an essential for any student learning the steps toward digital storytelling.

Understanding Luxury Fashion

Isabel Cantista,Teresa Sádaba
Understanding Luxury Fashion Book PDF

Author : Isabel Cantista,Teresa Sádaba
Publisher : Springer Nature
Page : 294 pages
File Size : 49,5 Mb
Release : 2019-11-08
Category : Business & Economics
ISBN : 9783030256548

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Understanding Luxury Fashion by Isabel Cantista,Teresa Sádaba Pdf

Offering an original contribution to the field of luxury and fashion studies, this edited collection takes a philosophical perspective, addressing the idea that humans need luxury. From this framework it delves deep into two particular dimensions of luxury, emotions and society, and concludes with cases of brand building in order to illustrate the two dimensions at work. Comparative analysis between countries is brought together with an emphasis on China. Chapters address the ongoing growth in the market, as well as the significant changes in the sector brought about by fast international expansion and an increased focus on ethical supply and sustainability, making the book an insightful read for scholars of fashion business, luxury and branding.

Brand Management

Emmanuel Mogaji
Brand Management Book PDF

Author : Emmanuel Mogaji
Publisher : Springer Nature
Page : 276 pages
File Size : 51,7 Mb
Release : 2021-04-02
Category : Business & Economics
ISBN : 9783030661199

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Brand Management by Emmanuel Mogaji Pdf

Branding is an increasingly important part of business strategy for all types of businesses, including start-ups, SMEs, NGOs, and large corporations. This textbook provides an introduction to brand management that can be applied to all these types of organizations. Using story-telling to guide the reader through the main concepts, theories and emerging issues, it offers a theoretical and applied perspective to brand management. Highlighting the relationship between different brand concepts, this textbook explores the role of branding from both a corporate and a consumer perspective and highlights implications for employability and future career options. With case studies, activities, learning objectives and online resources for lecturers, this book is an ideal accompaniment for undergraduates, post graduates or students who have never studied branding before. Written in an approachable way, it gives readers the basics, allowing them to enhance their understanding of the core topics and advance their study further.

Rethinking Luxury Fashion

Thomaï Serdari
Rethinking Luxury Fashion Book PDF

Author : Thomaï Serdari
Publisher : Springer Nature
Page : 191 pages
File Size : 44,9 Mb
Release : 2020-09-01
Category : Business & Economics
ISBN : 9783030453015

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Rethinking Luxury Fashion by Thomaï Serdari Pdf

Using the field of material culture as its methodological departure point, this Palgrave Pivot explains the strategic advantages that brands can set in place when their executives are fully in command of how to move from strategy to tactics. Specifically, it studies the brands, their products and signature experiences as well as their relationship with the consumer in an attempt to define the greater powers that have pushed fashion labels in and out of fashion. It focuses on case analysis of specific luxury fashion brands and attempts to link those to the greater context of material culture while also elaborating on theoretical discussions. Bridging theory and practice, this book explores the relationship between creative strategy and cultural intelligence.