Fashion Marketing and Communications

Auteur

Olga Mitterfellner, SFHEA, is Senior Lecturer in Fashion Business Management at the University of Westminster, UK.

Texte du rabat

Fashion Marketing and Communications draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies. It provides a comprehensive and honest understanding of the commercial and ethical impact marketing has on the fashion industry.

Résumé
Fashion Marketing and Communications draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies. It provides a comprehensive and honest understanding of the commercial and ethical impact marketing has on the fashion industry.

Contenu

1. Fashion marketing from a historical perspective: early days of advertising and consumerism 2. Fashion promotion and public relations 3. The Marketing Mix and communications tools 4. The advertising agency: branding and marketing communications 5. Influencers, opinion leaders and KOLs: who is leading your opinion? 6. Digital marketing 7. Target market and segmentation 8. Target marketing and the international consumer: coding and decoding brand messages 9. Brand communication at the point of sale: sensory branding 10. A critical look at advertising: brands selling hopes, dreams and objectification 11. Sustainability and marketing 12. Trend forecasting and innovation: trends and opportunities. Bibliography and further reading. Index