Fashion Marketing and Communications - Theory and Practice Across the Fashion Industry

Fashion Marketing and Communications draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies. It provides a comprehensive and honest understanding of the commercial and ethical impact marketing has on the fashion industry.

List of contents

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. The advertising agency: branding and marketing communications 5. Influencers, opinion leaders and KOLs: who is leading your opinion? 6. Digital marketing 7. Target market and segmentation 8. Target marketing and the international consumer: coding and decoding brand messages 9. Brand communication at the point of sale: sensory branding 10. A critical look at advertising: brands selling hopes, dreams and objectification 11. Sustainability and marketing 12. Trend forecasting and innovation: trends and opportunities. Bibliography and further reading. Index

About the author

Olga Mitterfellner, SFHEA, is Senior Lecturer in Fashion Business Management at the University of Westminster, UK.

Summary

Fashion Marketing and Communications draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies. It provides a comprehensive and honest understanding of the commercial and ethical impact marketing has on the fashion industry.

Product details

• Authors: Olga Mitterfellner, Olga (London College of Fashion Mitterfellner, Olga (University of Westminster) Mitterfellner
• Publisher: Taylor & Francis Ltd.
• Languages: English
• Product format: Paperback / Softback
• Released: 09.12.2024
• EAN: 9781032582320
• ISBN: 978-1-0-3258232-0
• No. of pages: 324
• Series: Mastering Fashion Management
• Subjects: Social sciences, law, business > Business > Economics; Advertising, BUSINESS & ECONOMICS / Advertising & Promotion, BUSINESS & ECONOMICS / Industries / Media & Communications, BUSINESS & ECONOMICS / Distribution, Fashion & beauty industries, Media, Information & Communication Industries, Fashion and beauty industries, Retail and wholesale industries, Distributive industries