Communicating Fashion Brands: Theoretical and Practical Perspectives

ISBN-13: 9781138613553 / Angielski / Twarda / 2020 / 172 str.

Emily Huggard; Jon Cope

Opis

This book demonstrates how fashion brands communicate, why the practice is significant within wider society and how it can be perceived as culturally meaningful.

Spis treści

1. An introduction to fashion brand communication. 2. The fashion industry context. 3. The role of the fashion communicator as a cultural intermediary. 4. Motivation and the fashion consumer. 5. Creating fashionable identities. 6. Co-creating fashion spaces. 7. Co-creative storytelling. 8. Building a brand community. 9. The symbolic value of fashion brand collaboration. Conclusion and future directions: How fashion brand communication shapes culture.