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Full Description
How can judicious use of online marketing, social media, video, mobile and in-store technologies help fashion brands reach and engage with their audience?
The Fundamentals of Digital Fashion Marketing uses industry examples, including Burberry and creative agency ODD, to demonstrate how creative digital marketing practices can build vibrant, loyal communities. Covering the vital roles of influencers, analytics, pop-up stores and user-generated content, Harris, Edwards and Watt offer a practical guide to building a successful fashion brand online.
This revised edition includes two new chapters on reaching underserved markets, including people with disabilities and mature consumers, and a guide to legal issues like managing consumer data & privacy. Each chapter also now concludes with a project to help you build an e-commerce website to start experimenting with your own online marketing campaigns.
Contents
Introduction
1. Fashion Marketing and Digital Technologies
Learning objectives
Fashion and Marketing
The e-volution of digital fashion marketing
Customer engagement
The online marketing mix
Marketing channels
Developing a digital marketing strategy
Case study: Burberry
Knowledge check
Exercise 1: Building an online presence: Get ready!
2. Fashion Websites
Learning objectives
Finding your audience
Website features
Website design
Website marketing
Case study: NET-A-PORTER
The power of online branding
Knowledge check
Exercise 2: Building an online presence: Get set and go!
3. Digital Marketing and Search Engine Optimization
Learning objectives
Digital Marketing
Online advertising
Profile: Google - funded by targeted advertising
Search engines
Search engine optimization
Paid advertising
Email marketing
Interview with Felix Krueger: Digital marketing budgets
Analytics
Interview with Julia Fowler: Retail analytics
Knowledge check
Exercise 3: Adding SEO-friendly products and collections to a WiX site
4. Social Media and Fashion Marketing
Learning objectives
Social media and fashion marketing
Data-driven marketing
Blogs and fashion marketing
Social networks and fashion marketing
Social networking content
User-generated content
Social media campaign strategies
Emerging social media technologies
The problem of deepfakes
Handling marketing missteps
Knowledge check
Exercise 4: Linking your site to social media
5. Fashion Videos and Film
Learning objectives
Engaging consumers through video
Fashion and film
Moving image
Fashion goes live
Promotional video
Social video
Product videos
The new experts
Case study: Cinematique
Interview: Nick Strickland
Knowledge check
Exercise 5: Start a blog in WiX
6. Fashion and Mobile Media
Learning objectives
The mobile journey
The mobile hub
Best practices for mobile marketing
Best practices for fashion phonography
Mobile first!
Notifications and messaging
Fashion apps
Mobile shopping
Connecting spaces
Digital payment options
Knowledge check
Exercise 6: Uploading mobile phone photos in WiX
7. Digital Spaces & Innovations
Learning objectives
The connected store
Temporary physical stores
Case study: 'Find the perfect ?t' at UK department store, Selfridges
Personalization
Profile: NIKE, a leader in personalization
Tech-infused fashion
3d printing and fashion
Interview: 3D Printing with Julia Daviy, owner of eponymous label
Emerging innovations
Knowledge check
Exercise 7: Setting up payment and shipping preferences
8. Underserved Markets
Learning objectives
Underserved consumer groups
People with disabilities
Adaptive fashion
Mature consumers
Ethnic minorities
Consumer-sensitive communications
Cultural appropriation
Case study: 'Dolce & Gabbana's Great Embarrassment'
Interview with Ari Seth Cohen: Advanced Style
Knowledge check
Exercise 8: Making your WiX site accessible
9. Legal Considerations for Digital Marketers
Learning objectives
Fashion law and the importance of legal counsel
Intellectual property
Trademarks
Copyrights
Advertising
Consumer data and privacy
Website accessibility
Knowledge check
Exercise 9: Creating a unique business logo in WiX
Bibliography
Resources
Index
Picture credits
Acknowledgements
