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The marketing and promotion of fashion are 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.
About the Authors:
Barbara Graham is a lecturer specializing in fashion branding and communications and business enterprise. She has taught at London Metropolitan University, Liverpool John Moores and the University of the Creative Arts.
Caline Anouti is course leader and senior lecturer at the University of Westminster and senior lecturer at Istituto Marangoni, specialising in consumer trends, branding, marketing and promotion.