Basics Fashion Management 02: Fashion Promotion : Building a Brand Through Marketing and Communication

ISBN-13: 9782940411870 / Angielski / Miękka / 2012 / 184 str.

Gwyneth Moore

Opis

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.

Spis treści

Chapter 1: Industry and Context Brand building The shifting communications landscape Global market changes The new fashion consumer Case study: Hall Ohara Interview: José Neves Exercise: Global fashion Chapter 2: Marketing Research and trends Brand concept development Multi-channel marketing Case study: Mary Kay pop-up store Interview: Julia Kasper Exercise: Creating a brand concept Chapter 3: Media and PR Fashion PR Building media relations Creating content for distribution Case study: Fashion Press Week Interview: Rebecca Gray Exercise: Creating brand content Chapter 4: Creating the Vision Photography and styling Illustration and graphics Video Web design visuals Case study: Poppy Roberts Interview: Jayne Pierson Exercise: Creating an illustration Chapter 5: Digital Fashion A changing industry Using social media to reach customers Citizen journalism and blogging The future Case study: What Katie Wore Interview: Harriet Williams Exercise: Fashion blog analysis Chapter 6: Collaboration and Connection Working with other industries Celebrity endorsement Case study: DONT WALK Interview: Emma Griffiths Exercise: Corporate conscience