
Promoting Fashion
Barbara Graham and Caline Anouti
£24.99
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.
Read related blog article1: Consumers and Consumer Trend-forecasting
2: Branding for Fashion Marketing Communications
3: Integrated Marketing Communications
5: PR Endorsement and Sponsorship
7: The Digital Arena: E-commerce and Online Fashion Promotion
8: Personal Selling and Offline Fashion Retail
10: Catwalk Fashion Shows and Trade Fairs