Basics Fashion Management 02: Fashion Promotion: Building a Brand Through Marketing and Communication
Fashion Promotion: Building a brand through marketing and communication by Gwyneth Moore examines what's required for a 21st century fashion brand to make its mark and stay visible in a shifting consumer landscape. It addresses the new ways in which brands engage with customers, through the latest digital channels as well as traditional methods. It is up to date, full of eye-catching outfits, celebrity models, designers and bloggers and full of useful, relevant information from leading figures working in fashion today. Topics covered include developing a brand from an original idea, the impact of blogging and street style sites, digital fashion, online and offline marketing techniques, creating the vision behind a brand and public relations. It is vital reading for anyone interested in working in fashion promotion today.
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Chapter 1 INDUSTRY AND CONTEXT
Chapter 2 MARKETING
Chapter 3 MEDIA AND PR
Chapter 4 CREATING THE VISION
Chapter 5 DIGITAL FASHION
Chapter 6 COLLABORATION AND CONNECTION
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