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Promoting Fashion

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.
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Barbara Graham and Caline Anouti
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Content

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.

Author

Barbara Graham is a lecturer specializing in fashion branding and communications and business enterprise. She has taught at London Metropolitan University, Liverpool John Moores and the University of the Creative Arts. Caline Anouti is senior lecturer at the University of Westminster and senior lecturer at Istituto Marangoni teaching fashion marketing and promotion.

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Specs

ISBN: 978 17 8627 215 7
Authors: Barbara Graham and Caline Anouti
Format: Paperback
Dimensions: 25.7 x 19cm
Pages: 224

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