Fashion Promotion in Practice
eBook - ePub

Fashion Promotion in Practice

  1. 216 pages
  2. English
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub

Fashion Promotion in Practice

About this book

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.

Frequently asked questions

Yes, you can cancel anytime from the Subscription tab in your account settings on the Perlego website. Your subscription will stay active until the end of your current billing period. Learn how to cancel your subscription.
No, books cannot be downloaded as external files, such as PDFs, for use outside of Perlego. However, you can download books within the Perlego app for offline reading on mobile or tablet. Learn more here.
Perlego offers two plans: Essential and Complete
  • Essential is ideal for learners and professionals who enjoy exploring a wide range of subjects. Access the Essential Library with 800,000+ trusted titles and best-sellers across business, personal growth, and the humanities. Includes unlimited reading time and Standard Read Aloud voice.
  • Complete: Perfect for advanced learners and researchers needing full, unrestricted access. Unlock 1.4M+ books across hundreds of subjects, including academic and specialized titles. The Complete Plan also includes advanced features like Premium Read Aloud and Research Assistant.
Both plans are available with monthly, semester, or annual billing cycles.
We are an online textbook subscription service, where you can get access to an entire online library for less than the price of a single book per month. With over 1 million books across 1000+ topics, we’ve got you covered! Learn more here.
Look out for the read-aloud symbol on your next book to see if you can listen to it. The read-aloud tool reads text aloud for you, highlighting the text as it is being read. You can pause it, speed it up and slow it down. Learn more here.
Yes! You can use the Perlego app on both iOS or Android devices to read anytime, anywhere — even offline. Perfect for commutes or when you’re on the go.
Please note we cannot support devices running on iOS 13 and Android 7 or earlier. Learn more about using the app.
Yes, you can access Fashion Promotion in Practice by Jon Cope,Dennis Maloney in PDF and/or ePUB format, as well as other popular books in Business & Fashion Design. We have over one million books available in our catalogue for you to explore.

Information

Publisher
Fairchild Books
Year
2020
Print ISBN
9781350145474
eBook ISBN
9781472568939
Edition
1
Topic
Business
Subtopic
Fashion Design
Index
Business
INDEX
achieved celebrity 52
action prompting, AIDA and the path-to-purchase 14, 15
Adam Drawas PR 46–7
advertising 28–49; definitions 31; magazines 185; native 45; promotional mix 14, 15; public relations distinction 33; public relations integration 35; types and uses 41
advertorial-type content 45, 128, 196
Aertex campaign 35
AIDA (attention/interest/desire/action) 14–16
American Apparel 31, 165
A.P.C. 75, 85, 88
Armani, Giorgio 59, 60, 147
artists, fine art/fashion collaboration 79, 85, 161
ascribed celebrity 52
A Shaded View On Fashion Film (ASVOFF) 130, 134
attention attracting, AIDA and the path-to-purchase 14, 15
attributed celebrity 52
Australia 88, 98, 120
awareness raising, AIDA and the path-to-purchase 15
backstage at shows 104
Banana Republic 85, 86, 174
Barneys, New York 147, 159
Baron, Katie 154
Benetton Group 36–7
Bergdorf Goodman 169
Berlin Fashion Film Festival (BFFF) 130, 131
Betty Magazine 192–3
Beyond Therapy 116–17
BFFF see Berlin Fashion Film Festival
Blanchett, Cate 60
blogs and bloggers 192–7; collaboration 85, 89; history 187, 192; independence and trust 196; opportunities 195; social influencers 20, 34, 66, 103; types 193–5, see also third-party endorsement
Borden, Neil 10
BOXPARK 152
brand image threats 40
budgets, promotion planning...

Table of contents

  1. Cover
  2. Title Page
  3. CONTENTS
  4. INTRODUCTION
  5. 01 CAMPAIGN PLANNING: MAKING IT HAPPEN
  6. 02 ADVERTISING AND PUBLIC RELATIONS: FROM VERBAL TO VIRAL
  7. 03 THE CELEBRITY ROLE: FROM ROYALTY TO THE RAP GAME
  8. 04 COLLABORATIONS: “X” MARKS THE SPOT
  9. 05 THE FASHION SHOW: FROM COUTURIER TO CATWALK
  10. 06 FASHION FILM: FROM HOLLYWOOD TO HOXTON
  11. 07 EVENTS: FROM PRIVATE PARTIES TO PUBLIC PERFORMANCE
  12. 08 VISUAL MERCHANDISING: FROM STORE TO SCREEN
  13. 09 THE FASHION MAGAZINE: FROM PRINT TO PIXEL
  14. RESOURCES
  15. INDEX
  16. ACKNOWLEDGEMENTS
  17. PICTURE CREDITS
  18. eCopyright