Basics Fashion Management 02: Fashion Promotion: Building a Brand Through Marketing and Communication

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A&C Black, 2012 - Business & Economics - 184 pages
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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Contents

Chapter 1 INDUSTRY AND CONTEXT
9
Chapter 2 MARKETING
37
Chapter 3 MEDIA AND PR
69
Chapter 4 CREATING THE VISION
95
Chapter 5 DIGITAL FASHION
123
Chapter 6 COLLABORATION AND CONNECTION
149
Conclusion
166
Glossary
168
Picture credits
170
Useful websites
171
Index
172
Acknowledgements
176
Working with ethics
177
Back_Cover
185
Copyright

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About the author (2012)

Gwyneth Moore studied a Bachelor of Arts degree in English and Communications at the University of Western Australia, then Fashion Design and Illustration at the National School of Design (TAFE) in Sydney. She has worked in marketing, promotion, branding and public relations for more than 20 years. She has promoted and publicised products and services ranging from fashion and lifestyle brands to telecommunications and education services.

Gwyneth is lecturer in fashion design at Cardiff School of Creative & Cultural Industries, University of Glamorgan. She also works as a freelance brand and PR consultant, edits two consumer blogs and is involved in the careers of a number of young fashion designers

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