Promoting fashion / Barbara Graham & Caline Anouti
By: Graham, Barbara [author.].
Contributor(s): Anouti, Caline [author].
Publisher: London : Laurence King Publishing, ©2018Description: 224 pages : illustrations (chiefly color) ; 26 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9781786272157.Subject(s): Advertising -- Fashion | Sales promotion | Fashion merchandisingGenre/Form: Print books.| Current location | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|
| On Shelf | HF6161.C44 G73 2018 (Browse shelf) | Available | AU00000000015090 |
Includes bibliographical references and index
Consumers and consumer trend-forecasting -- Branding for fashion marketing communications -- Integrated marketing communications -- Advertising for fashion -- PR, endorsement and sponsorship -- Social media -- The digital arena: e-commerce and online fashion promotion -- Personal selling and offline fashion retail -- Direct marketing -- Catwalk fashion shows and trade fairs -- Sales promotion and packaging -- Planning, costing and measuring effectiveness
"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."--Publisher's description