Fashion Marketing and Communications : Theory and Practice Across the Fashion Industry Paperback / softback
by Olga (London College of Fashion, UK) Mitterfellner
Part of the Mastering Fashion Management series
Paperback / softback
Description
Fashion Marketing and Communications draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies to provide a comprehensive and honest understanding of the commercial and ethical functions marketing plays in the fashion industry. Offering a combination of theory and practice, the book covers subjects including historical advertising and PR, modern consumerism, contemporary marketing techniques, international, sustainable and inclusive marketing, outlining the opportunities and challenges facing the future of fashion marketers.
This second edition has been fully revised to incorporate new chapters on sustainability marketing, digital marketing and future-facing trends.
Interviews with practitioners have been refreshed and broadened to include a diverse range of perspectives from around the world.
Brand new case studies showcase real-life examples from Abercrombie & Fitch, Freitag, LOEWE and SOLIT Japan.
This book champions new actionable theory frameworks with embedded activity sheets that invite the reader to apply the frameworks in an educational or professional context. Examining the last 100 years of fashion marketing and communications and current theory and practice, this broad-ranging text is perfect for advanced undergraduate and postgraduate students of Fashion Marketing, Brand Management and Communications as well as practitioners.
PowerPoint slides and exercise questions are available to support the book.
Information
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Pre-Order
- Format:Paperback / softback
- Pages:316 pages, 11 Tables, black and white; 23 Line drawings, color; 18 Line drawings, black and white; 4
- Publisher:Taylor & Francis Ltd
- Publication Date:19/11/2024
- Category:
- ISBN:9781032582320
Information
-
Pre-Order
- Format:Paperback / softback
- Pages:316 pages, 11 Tables, black and white; 23 Line drawings, color; 18 Line drawings, black and white; 4
- Publisher:Taylor & Francis Ltd
- Publication Date:19/11/2024
- Category:
- ISBN:9781032582320
