Books Details
Author : Caline Anouti Pages : 224 pages Publisher : Laurence King Publishing
Language : ISBN-10 : 1786272156 ISBN-13 : 9781786272157
Books Descriptions
The marketing, promotion, and communication of fashion is entering an extremely
dynamic, fast moving, and challenging phase. This book will put the consumer at the
heart of the process, looking at how to develop a brand with which they can form an
immediate connection and how to select, use, and combine the tools available to
communicate the brand message. Advertising campaigns, both traditional 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. The final chapter looks at how to cost and assess the
effectiveness of each method of promotion and communication. Illustrated
throughout with campaigns in all forms of media, the book also includes case studies
and interviews with leading professionals.
