Basics Fashion Management 02: Fashion Promotion - Bookswagon
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Home > Business and Economics > Industry and industrial studies > Hospitality and service industries > Basics Fashion Management 02: Fashion Promotion: Building a Brand Through Marketing and Communication(Basics Fashion Management)
Basics Fashion Management 02: Fashion Promotion: Building a Brand Through Marketing and Communication(Basics Fashion Management)

Basics Fashion Management 02: Fashion Promotion: Building a Brand Through Marketing and Communication(Basics Fashion Management)


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About the Book

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 blogging 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.

Table of Contents:
Chapter 1: Industry and Context Brand building The shifting communications landscape Global market changes The new fashion consumer Case study: Hall Ohara Interview: José Neves Exercise: Global fashion Chapter 2: Marketing Research and trends Brand concept development Multi-channel marketing Case study: Mary Kay pop-up store Interview: Julia Kasper Exercise: Creating a brand concept Chapter 3: Media and PR Fashion PR Building media relations Creating content for distribution Case study: Fashion Press Week Interview: Rebecca Gray Exercise: Creating brand content Chapter 4: Creating the Vision Photography and styling Illustration and graphics Video Web design visuals Case study: Poppy Roberts Interview: Jayne Pierson Exercise: Creating an illustration Chapter 5: Digital Fashion A changing industry Using social media to reach customers Citizen journalism and blogging The future Case study: What Katie Wore Interview: Harriet Williams Exercise: Fashion blog analysis Chapter 6: Collaboration and Connection Working with other industries Celebrity endorsement Case study: DONT WALK Interview: Emma Griffiths Exercise: Corporate conscience

About the Author :
Gwyneth Moore has worked in marketing, branding and public relations for more than 20 years, promoting and publicizing products and services ranging from fashion and lifestyle brands to telecommunications and education services. Gwyneth began her teaching career following a joint project with the University of Glamorgan, linking high street fashion retail clients with fashion design students. She currently works as a freelance brand and PR consultant, edits two consumer blogs and is involved in the careers of a number of young fashion designers.

Review :
This is an excellent text, not only does it take you through the ages but it also discussed different cultures and fashion. It is a rich and colourful text adding weight to this area of research. An absolute perfect text and a pleasure to read. I would recommend this text to students; I can see it being a valuable resource. -- Alison Braybrook, Plymouth College of Art, UK


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Product Details
  • ISBN-13: 9782940447473
  • Publisher: Bloomsbury Publishing PLC
  • Publisher Imprint: AVA Publishing SA
  • Language: English
  • Series Title: Basics Fashion Management
  • ISBN-10: 2940447470
  • Publisher Date: 29 Oct 2012
  • Binding: Digital (delivered electronically)
  • No of Pages: 184
  • Sub Title: Building a Brand Through Marketing and Communication


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