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Zusatztext "...it's a highly recommended read if you too want to work in fashion or even if you don't it gives great insight into the fashion through business eyes." (March 2013! Urbanoblog.com) Informationen zum Autor Gaynor Lea-Greenwood, MA, BA , is Senior Lecturer in Fashion Marketing and Buying at Manchester Metropolitan University, having worked at a senior level in the fashion industry. She is an active researcher, external examiner for UK Universities and Assistant Editor of the Journal of Fashion Marketing and Management . Klappentext Fashion is all about image. Consequently, fashion marketing communications - encompassing image management and public relations, branding, visual merchandising, publicity campaigns, handling the media, celebrity endorsement and sponsorship, crisis management etc. - have become increasingly important in the fashion business.This textbook for students of fashion design, fashion marketing, communications and the media sets out all that they need for the increasing number of courses in which the subject is a part. Zusammenfassung * This will be the first British textbook on the subject. * International approach, reflecting the global market for fashion. * The clothing industry is vast, currently worth GBP35 billion a year in the UK and growing. Inhaltsverzeichnis Acknowledgments xi Chapter 1 Introduction 1 Description of the book 2 Structure of the book 3 Chapter 2 Marketing Strategy 7 Introduction 8 Promotional strategy 8 Where are we now? 10 Where do we want to be? 10 How do we get there? 12 Models of advertising 13 Examples of promotional campaigns 13 Summary 15 References 16 Activities 16 Chapter 3 Tools and Media Channels 17 Introduction 18 Advertising 18 Public relations 26 Direct marketing 28 Personal selling 29 The retail environment 31 Summary 33 References 33 Activities 33 Chapter 4 The Power of Magazines 35 Introduction 36 A repertoire of magazines 36 The magazine-reader relationship - my magazine is my mate? 41 Teenage magazines 45 Advertising costs, circulation and context 45 Monthly and weekly magazines 50 Summary 52 References 52 Activities 53 Chapter 5 The Role of Public Relations 54 Introduction 55 Who carries out the PR function? 55 The costs of PR 57 The role of the journalist in PR 57 Credibility 58 How gender affects PR 61 Working out the value of product placement 61 Types of PR function 62 The role of the PR function 63 Providing evidence of effectiveness 68 Crisis management 69 Summary 71 References 71 Activities 71 Discussion questions 72 Chapter 6 Celebrity 73 Defining celebrity 74 Celebrity management 74 Celebrity endorsement 75 Theoretical background 77 Celebrity collaborations 79 Celebrity ranges 80 Celebrity saturation 80 Celebrity slip-ups 80 Celebrity and charities 81 The celebrity lifecycle 83 Measuring the effectiveness of celebrity endorsement 86 The major benefits of celebrity endorsements 87 The death of celebrity culture? 87 Summary 88 References 88 Activities 88 Chapter 7 The Retail Fashion Store Environment 89 Introduction 90 Consumer behaviour reviewed 90 Types of store 91 Store location 92 Approach and avoidance 94 Visual merchandising - the shop window 95 From visual merchandising to visual marketing 97 Hero pieces 98 Store layout and design 98 Stimulation of the senses 102 ...
