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Fashion Promotion: Building a Brand Through Marketing and Communication 2nd edition

Fashion Promotion: Building a Brand Through Marketing and Communication 2nd edition

Paperback by Moore, Gwyneth (University of South Wales, UK)

Fashion Promotion: Building a Brand Through Marketing and Communication

£25.99

ISBN:
9781350090279
Publication Date:
11 Feb 2021
Edition/language:
2nd edition / English
Publisher:
Bloomsbury Publishing PLC
Imprint:
Bloomsbury Visual Arts
Pages:
168 pages
Format:
Paperback
For delivery:
Estimated despatch 1 Nov 2024
Fashion Promotion: Building a Brand Through Marketing and Communication

Description

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.

Contents

1. Industry and Context Globalization and Market Changes Digital Disruption Retail - Pureplay to Omnichannel Customer-Centric Communications 2. Marketing Understanding the Customer Brand Identity Omnichannel Marketing Data and Analytics 3. Media and PR Media Landscape Product Launches, Experiential and Fashion Shows Building Influencer Relations Creating Content for Multi-Channel Distribution 4. Creating the Vision Photography and Film Styling and Visual Merchandising Curation and Visual Platforms Illustration and Graphics 5. Fashion Future A Changing Industry Mobile Fashion VR/AR - The New Fashion Experience The Future 6. Collaboration and Connection Working with Other Industries Peer Influence Sharing Economy

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