Fashion promotion : building a brand through marketing and communication / Gwyneth Moore.

Format:

Book

Author/Creator:

Moore, Gwyneth, author.

Series:

Basics fashion management

Language:

English

Subjects (All):

Fashion merchandising.

Internet marketing.

Public relations.

Fashion.

Local Subjects:

Fashion.

Physical Description:

1 online resource : illustrations

Edition:

Second edition.

Place of Publication:

London : Bloomsbury Visual Arts : Bloomsbury Publishing (UK), 2021.

Summary:

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. 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.

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.

Notes:

Online resource; description from resource and publisher's metadata (viewed on 15 March 2021).

Includes bibliographical references and index.

ISBN:

9781350090293

OCLC:

1162381518

Publisher Number:

205062

174095

Access Restriction:

Restricted for use by site license.