Fashion Marketing and Communications
Routledge (Verlag)
978-1-032-58232-0 (ISBN)
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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.
Olga Mitterfellner, SFHEA, is Senior Lecturer in Fashion Business Management at the University of Westminster, UK.
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
| Erscheint lt. Verlag | 10.12.2024 |
|---|---|
| Reihe/Serie | Mastering Fashion Management |
| Zusatzinfo | 11 Tables, black and white; 23 Line drawings, color; 18 Line drawings, black and white; 40 Halftones, color; 8 Halftones, black and white; 63 Illustrations, color; 26 Illustrations, black and white |
| Verlagsort | London |
| Sprache | englisch |
| Maße | 156 x 234 mm |
| Themenwelt | Sozialwissenschaften ► Kommunikation / Medien ► Journalistik |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| Wirtschaft ► Volkswirtschaftslehre | |
| ISBN-10 | 1-032-58232-4 / 1032582324 |
| ISBN-13 | 978-1-032-58232-0 / 9781032582320 |
| Zustand | Neuware |
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