Fashion Marketing and Communications
eBook - ePub

Fashion Marketing and Communications

Theory and Practice Across the Fashion Industry

  1. 316 pages
  2. English
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub

Fashion Marketing and Communications

Theory and Practice Across the Fashion Industry

About this book

Fashion Marketing and Communications draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies to provide a comprehensive and honest understanding of the commercial and ethical functions marketing plays in the fashion industry.

Offering a combination of theory and practice, the book covers subjects including historical advertising and public relations, modern consumerism, contemporary marketing techniques, international markets, and sustainable and inclusive marketing, outlining the opportunities and challenges facing the future of fashion marketers. This second edition has been fully revised to incorporate new chapters on sustainability marketing, digital marketing and future-facing trends. Interviews with practitioners have been refreshed and broadened to include a diverse range of perspectives from around the world. New case studies showcase real-life examples from Abercrombie & Fitch, Freitag, LOEWE and SOLIT Japan. This book champions new actionable theory frameworks with embedded activity sheets that invite the reader to apply the frameworks in an educational or professional context.

Examining the last 100 years of fashion marketing and communications and current theory and practice, this broad-ranging text is perfect for advanced undergraduate and postgraduate students of fashion marketing, brand management and communications as well as practitioners. PowerPoint slides and exercise questions are available to support the book.

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Yes, you can access Fashion Marketing and Communications by Olga Mitterfellner in PDF and/or ePUB format, as well as other popular books in Business & Business General. We have over one million books available in our catalogue for you to explore.

Information

Publisher
Routledge
Year
2024
eBook ISBN
9781040164433
Edition
0
Topic
Business
Subtopic
Business General
Index
Business

Table of contents

  1. Cover
  2. Endorsements
  3. Half-Title
  4. Series
  5. Title
  6. Copyright
  7. Dedication
  8. Contents
  9. About this new edition
  10. 1 Fashion marketing from a historical perspective: Early days of advertising and consumerism
  11. 2 Fashion promotion and public relations
  12. 3 The Marketing Mix and communications tools
  13. 4 The advertising agency: Branding and marketing communications
  14. 5 Influencers, opinion leaders and KOLs: Who is leading your opinion?
  15. 6 Digital marketing
  16. 7 Target market and segmentation
  17. 8 Target marketing and the international consumer: Coding and decoding brand messages
  18. 9 Brand communication at the point of sale: Sensory branding
  19. 10 A critical look at advertising: Brands selling hopes, dreams and objectification
  20. 11 Sustainability and marketing
  21. 12 Trend forecasting and innovation: Trends and opportunities
  22. Bibliography and further reading
  23. Index