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Das Marketing und die Promotion von Mode sind in unsererdynamischen und schnelllebigen Gesellschaft eine echteHerausforderung.Dieses Buch erklärt, wie man den Verbraucher beeindruckenund gleichzeitig die Markenphilosophie vermitteln kann.Neben Werbekampagnen, sowohl online als auch offline,werden bereits bestehende, aber auch neue PR- undPromotion-Strategien erörtert.
About the author
Caline Anouti is course leader and senior lecturer at the University of Westminster and senior lecturer at Istituto Marangoni teaching fashion marketing and promotion.
Barbara Graham is a lecturer specializing in fashion branding and communications and business enterprise. She has taught at London Metropolitan University, Liverpool John Moores and the University of the Creative Arts.
Summary
The marketing and promotion of fashion is entering a fast-moving and challenging phase. This book shows how to appeal to the consumer and communicate the brand message. Advertising campaigns, both offline and online, are discussed, together with the existing and new methods of PR and promotion. Individual chapters then look at social media, e-commerce and online fashion retail, personal selling and offline fashion retail, direct marketing, fashion shows and sales promotions, plus costing a campaign. These are supported by case studies and interviews with leading professionals.
Foreword
The marketing and promotion of fashion is entering a fast-moving and challenging phase
