Fashion Branding and Communication - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Fashion Branding and Communication write by Byoungho Jin. This book was released on 2017-04-26. Fashion Branding and Communication available in PDF, EPUB and Kindle. This second volume in the Palgrave Studies in Practice: Global Fashion Management series focuses on core strategies of branding and communication of European luxury and premium brands. Brand is a critical asset many firms strive to establish, maintain, and grow. It is more so for fashion companies when consumers purchase styles, dreams and symbolic images through a brand. The volume starts with an introductory chapter that epitomizes the essence of fashion brand management with a particular emphasis on emerging branding practices, challenges and trends in the fashion industry. The subsequent five cases demonstrate how a family workshop from a small town can grow into a global luxury or premium brand within a relatively short amount of time. Scholars and practitioners in fashion, retail, branding, and international business will learn how companies can establish a strong brand identity through innovative strategies and management.
Fashion Marketing Communications
Fashion Marketing Communications - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Fashion Marketing Communications write by Gaynor Lea-Greenwood. This book was released on 2013-03-18. Fashion Marketing Communications available in PDF, EPUB and Kindle. Fashion is all about image. Consequently, fashion marketing communications – encompassing image management and public relations, branding, visual merchandising, publicity campaigns, handling the media, celebrity endorsement and sponsorship, crisis management etc. – have become increasingly important in the fashion business. This textbook for students of fashion design, fashion marketing, communications and the media sets out all that they need for the increasing number of courses in which the subject is a part.
Fashion Marketing and Communication
Fashion Marketing and Communication - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Fashion Marketing and Communication write by Olga Mitterfellner. This book was released on 2019-11-14. Fashion Marketing and Communication available in PDF, EPUB and Kindle. Some of the usual obstacles to modern teachings of marketing are ethnocentricity, the limitation of creative thought by conformity to existing theories, lack of questioning of ethics, and a disconnection from historic events or sociological discourse. This book, in contrast, draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies as tools for understanding the way in which fashion works today, and re-evaluates what makes certain fashion marketing tactics fashionable. Offering a combination of theory and practice, Fashion Marketing and Communication is full of international case studies, practice-based examples and interviews with scholars and practitioners in the fashion and communications industry. Covering subjects including the history of consumerism, fashion marketing, the creative direction of the fashion brand and the use of bloggers and celebrities as marketing tools, this book delineates the opportunities and challenges facing the future of fashion media in the twenty-first century. Examining the last 100 years of marketing and communications, current theory and practice, as well as questions on the ethics of the fashion industry, this broad-ranging and critical text is perfect for undergraduate and postgraduate students of fashion marketing, branding and communication.
Basics Fashion Management 02: Fashion Promotion
Basics Fashion Management 02: Fashion Promotion - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Basics Fashion Management 02: Fashion Promotion write by Gwyneth Moore. This book was released on 2012-11-01. Basics Fashion Management 02: Fashion Promotion available in PDF, EPUB and Kindle. Fashion Promotion fully examines what's required for a 21st century fashion brand to make its mark and stay visible in a shifting consumer landscape.
Communicating Fashion Brands
Communicating Fashion Brands - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Communicating Fashion Brands write by Emily Huggard. This book was released on 2020-02-19. Communicating Fashion Brands available in PDF, EPUB and Kindle. This book demonstrates how fashion brands communicate, why the practice is significant within wider society and how it can be perceived as culturally meaningful. Enabling readers to connect the tools and techniques of communication with their theoretical underpinnings and historical antecedents, the book shows how these methods can be applied in practice. The authors utilise social, consumer and cultural theory, and frameworks rooted in psychology, sociology and economics, as mechanisms to analyse and deconstruct current communication strategies used by fashion brands. The book presents insights and strategies for communicating authentic values, conveying a clearly defined aesthetic and visual language and generating shareable content that resonates with audiences. With insights into strategies used by brands including Burberry, Gucci, Dior, COS, Rapha, Warby Parker and Maryam Nassir Zadeh, each chapter outlines ways of maintaining relevant and consistent brand narratives in the 21st century. From how to sustain a dialogue with a brand’s community, to the use of brand collaboration, co-creative storytelling and fashion spaces, the book aims to develop reflective communication practitioners who have a deep understanding of the cultural landscape, brand strategy and industry innovation. Written for scholars and practitioners, this book is a valuable blend of theory and practice across the fields of fashion, communication and branding.
