Fashion Marketing and Communication: Theory and Practice Across the Fashion Industry

ISBN-13: 9781138323094 / Angielski / Miękka / 2019 / 214 str.

Olga Mitterfellner

Opis

This book draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies as tools for understanding the way in which fashion works today, and re-evaluates what makes certain fashion marketing tactics fashionable.

Spis treści

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. Creating the marketing message: branding and marketing communications  5. Social media, blogs and opinion-leaders: who is leading your opinion?  6. Target market and segmentation  7. Target marketing and the international consumer: coding and decoding brand messages  8. Brand communication at the point-of-sale: sensory branding  9. A critical look at advertising: brands selling hopes, dreams and objectification  10. The future of fashion marketing: trends and opportunities

O autorze

Olga Mitterfellner is an internationally experienced fashion marketing professional and Senior Lecturer in Fashion Business Management at the University of Westminster, UK.