Basics Fashion Management 02: Fashion Promotion: Building a Brand Through Marketing and Communication (Basics Fashion Management)De (autor) Gwyneth Moore
en Limba Engleză Carte Paperback – 29 Oct 2012
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.
Gwyneth Moore has worked in marketing, branding and public relations for more than 20 years, promoting and publicizing products and services ranging from fashion and lifestyle brands to telecommunications and education services. Gwyneth began her teaching career following a joint project with the University of Glamorgan, linking high street fashion retail clients with fashion design students. She currently works as a freelance brand and PR consultant, edits two consumer blogs and is involved in the careers of a number of young fashion designers.
Chapter 1: Industry and ContextBrand buildingThe shifting communications landscapeGlobal market changesThe new fashion consumerCase study: Hall OharaInterview: José 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
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AVA Academia's Basics Fashion Management titles are designed to provide visual arts students with a theoretical and practical exploration of each of the fundamental topics within the discipline of fashion management. Packed with examples from students and professionals and fully illustrated with inspiring imagery, they offer an essential exploration of the subject.Basics Fashion Management: Fashion Promotion" "examines what's required for a twenty-first century fashion brand to make its mark and stay visible in a shifting consumer landscape. As the fashion customer becomes more knowledgeable, demanding and globally engaged than ever before, this title explores ways in which brands, from high street to high end, are engaging with customers, and embracing the growing digital opportunities to promote collections and brand stories.