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.
By:
Barbara Graham, Caline Anouti Imprint: Laurence King Publishing Country of Publication: United Kingdom Dimensions:
Height: 257mm,
Width: 190mm,
ISBN:9781786272157 ISBN 10: 1786272156 Pages: 224 Publication Date:01 August 2018 Audience:
General/trade
,
ELT Advanced
Format:Paperback Publisher's Status: Active
Caline Anouti is senior lecturer at the University of Westminster and senior lecturer at Istituto Marangoni teaching fashion marketing and promotion.