Fashion Promotion: Building a Brand Through Marketing and Communication

by Gwyneth Moore

Overview

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.

Product Details

ISBN-13:	9781350230651
Publisher:	Bloomsbury Publishing
Publication date:	01/14/2021
Series:	Basics Fashion Management
Sold by:	Barnes & Noble
Format:	eBook
Pages:	168
Sales rank:	599,320
File size:	70 MB
Note:	This product may take a few minutes to download.

About the Author

Gwyneth Moore is a lecturer in Fashion Promotion at the University of South Wales. She has worked for more than 15 years in the design, communications and media industries, managing a variety of campaigns that have included public relations, marketing, social media and design disciplines.
Gwyneth Moore is a lecturer in Fashion Promotion at the University of South Wales, UK. She has worked for more than 15 years in the design, communications and media industries, managing a variety of campaigns that have included public relations, marketing, social media and design disciplines.

Table of 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

Editorial Reviews

This a refreshing update, a wealth of diverse information that is applicable to any Fashion student, on any career level, to take in and move forward in the Fashion Industry. These concepts are well recognized with relevant industry insiders.” —Carmen Carter, El Centro College, USA

“This book is a comprehensive, though easy-to-read, and up-to-date source on fashion promotion. Covering both creative and managerial aspects and containing case studies, interviews, and exercises; this visually rich book is an excellent read for students and recent graduates of undergraduate fashion programmes.” —Nazli Alimen, Birmingham City University, UK

From the Publisher