FASHION PROMOTION. BUILDING A BRAND THROUGH MARKETING AND COMMUNICATION (BASICS FASHION MANAG)

MOORE, GWYNETH

AVA（2012/10発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 184 p.
• 言語 ENG
• 商品コード 9782940411870

Full Description

Fashion Promotion is an inspiring and practical guide to promoting a brand. It addresses the new ways in which brands engage with customers, through the latest digital channels as well as traditional methods. Topics covered include developing a brand from an original idea, the impact of blogging and street style sites, digital fashion, online and offline marketing techniques, creating the vision behind a brand, and public relations.From marketing, PR and collaboration to creating brand visuals, Fashion Promotion guides readers through the ways in which any brand - large or small - can embrace the opportunities brought about by developments in digital communication, in order to engage with consumers in new and exciting ways.

Contents

Chapter 1Brand buildingThe shifting communications landscapeGlobal market changesThe new fashion consumerCase study: Hall OharaInterview: Jose NevesExercise: Global fashionChapter 2: MarketingResearch and trendsBrand concept developmentMulti-channel marketingCase study: Mary Kay pop-up storeInterview: Julia KasperExercise: Creating a brand conceptChapter 3: Media and PRFashion PRBuilding media relationsCreating content for distributionCase study: Fashion Press WeekInterview: Rebecca GrayExercise: Creating brand contentChapter 4: Creating the VisionPhotography and stylingIllustration and graphicsVideoWeb design visualsCase study: Poppy RobertsInterview: Jayne PiersonExercise: Creating an illustrationChapter 5: Digital FashionA changing industryUsing social media to reach customersCitizen journalism and bloggingThe futureCase study: What Katie WoreInterview: Harriet WilliamsExercise: Fashion blog analysisChapter 6: Collaboration and ConnectionWorking with other industriesCelebrity endorsementCase study: DONT WALKInterview: Emma GriffithsExercise: Corporate conscience