Promoting fashion
By: Barbara Graham & Caline Anouti
Contributors: Anouti, Caline, author
Publisher: Laurence King Publishing
Published: 2018
Language: eng
Number of pages: 224
ISBN-13: 9781786272157
Subjects: Fashion merchandising; Fashion; Sales promotion; Advertising
Description: "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.
Notes: Includes bibliographical references and index.
Table of contents: title: Consumers and consumer trend-forecasting; title: Branding for fashion marketing communications; title: Integrated marketing communications; title: Advertising for fashion; title: PR, endorsement and sponsorship; title: Social media; title: The digital arena: e-commerce and online fashion promotion; title: Personal selling and offline fashion retail; title: Direct marketing; title: Catwalk fashion shows and trade fairs; title: Sales promotion and packaging; title: Planning, costing and measuring effectiveness.