Fashion Marketing Communications

Author: Gaynor Lea-Greenwood

Publisher: John Wiley & Sons

ISBN: 1405150602

Category: Architecture

Page: 203

View: 1769

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"Fashion marketing communications explores key issues in the way fashion is promoted to consumers: from public relations to branding and product placement; celebrity endorsement and sponsorship to visual merchandising. Gaylor Lea-Greenwood, a leading academic in fashion marketing, offers new insights on fashion media, internationalisation and measuring return on investment and effectiveness"--P. [4] of cover.

Digital Fashion Marketing

20 Fashion Cases für 2020

Author: Niklas Mahrdt

Publisher: BoD – Books on Demand

ISBN: 3738690875

Category: Business & Economics

Page: 48

View: 2745

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Die Fachdokumentation, bestehend aus 20 Fallstudien zum digitalen und mobilen Modemarketing. Analysiert wurden 20 richtungsweisende Kampagnen, die digitale und mobile Kontexte beim Mode-Kauf schaffen. Soziale Netzwerke spielen bei nahezu allen Kampagnen eine zentrale Rolle. Das Buch wirft einen 360°-Blick auf die aktuelle Welt der digitalen Kommunikation im Bereich des Modemarketings. 20 Fallbeispiele zeigen, wie Händler und Hersteller versuchen, kontextbezogene Mode-Erlebnisse für die digital und sozial vernetzte Modekundschaft umzusetzen. Das Ziel bei vielen der untersuchten Kampagnen besteht in der Generierung von Customer Engagement. Die Kampagnen beinhalten ein vielfältiges Potpourri aus Kommunikationsinstrumenten in ausgeklügelten Kombinationen: die Auswahl beinhaltet unter anderem Modekommunikation mit redaktionellen Content-Aktivitäten bei Facebook, Instagram, YouTube, Twitter und Pinterest. Weiterhin werden Modekampagnen analysiert, die Technologien und Dienstleistungen des digitalen Point-of-Sales in Interaktion mit Smartphone-Modekunden in den Vordergrund stellen und zum Beispiel mit Beacon-Technologien arbeiten. Einen weiteren Fokus bilden Augmented-Reality-Angebote, die das Vor-Ort-Sortiment von Modeboutiquen um das breitere und tiefere virtuelle Sortiment erweitern. Curated Shopping, Fashion Hauls, Blogs & Vlogs sowie taktische Online-PR bilden weitere Ansätze, die aufzeigen sollen, wie Modekommunikation bis 2020 funktionieren kann. Relevante Botschaften zu erzeugen, die unterschiedlichen Modeprodukten, Zielgruppen und Endgeräten gerecht werden, ist kein leichtes Unterfangen – weder finanziell noch content-seitig. Die Fallstudien sind daher im Rahmen eines iterativen Prozesses zu betrachten. Die Fashion-Unternehmen versuchen – teilweise im Rahmen von „Trial & Error“- den Kunden zu „Customer Engagement“ zu bewegen. Die Ergebnisse sind im Hinblick auf Lern- und Erfahrungskurven wertvoll. Das Media Economics Institut wird künftig eine Reihe der Case Studies auf seinem Blog unter cross-science.de behandeln. Dort werden in regelmäßigen Abständen weitere Case Studies und Beiträge zur entstehenden Cross-Channel-Modewelt veröffentlicht. Die digitale Kommunikation der Modebranche ist im Wandel begriffen. Relevanz von Inhalten geht nicht automatisch einher mit größeren Budgets. Kreativität und ein tiefgreifendes Verständnis der technischen Leistungsmöglichkeiten und Eigenheiten der unterschiedlichen Kanäle sind notwendig.

Fashion Marketing: Contemporary Issues

Author: Tony Hines,Margaret Bruce

Publisher: Routledge

ISBN: 1136004254

Category: Business & Economics

Page: 264

View: 7586

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'Fashion Marketing' is a book of key chapter contributions from renowned academics and practitioners that addresses many of the contemporary issues facing one of the world's largest and most global of industries. With international contributions from the UK, USA and China, 'Fashion Marketing' covers all of the key themes and issues of this area, including: * forecasting * sourcing * supply chain management (demand management) * new product development * design management * logistics * range planning * colour prediction * market testing * e-commerce * strategy Ideal for use on any undergraduate or postgraduate courses in Fashion, Textiles, Apparel and Retailing Management where there is a need to address the topic of fashion marketing, this book will also serve as a useful, informative and authoritative text for senior managers in the fashion marketing industries wanting to gain further understanding of current and future developments within the industry.

Fashion Marketing

Author: Mike Easey

Publisher: John Wiley & Sons

ISBN: 9781444309560

Category: Business & Economics

Page: 280

View: 7474

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‘Clothing that is not purchased or worn is not fashion’ (to paraphrase Armani) Knowledge of marketing is essential to help ensure success and reduce the risk of failure in fashion. For the designer starting up in business, this book offers a guide to the major decisions that will enable you to fulfil your creative potential and be a financial success: What are the major trends we should be monitoring?; How should we set our prices?; What is the most effective way to get our message across about the new product range?; Which colour-wash will be the most popular with buyers? Marketing is now a firmly established element of most fashion and clothing courses. Fashion Marketing is written to meet students’ requirements and has many features making it essential reading for anyone involved in the fashion and clothing business: · deals with contemporary issues in fashion marketing · up-to-date examples of global good practice · exclusively about fashion marketing · a unique contribution on range planning with a practical blend of sound design sense and commercial realism · a balance of theory and practice, with examples to illustrate key concepts · clear worked numerical examples to ensure that the ideas are easily understood and retained · over 50 diagrams · a glossary of the main fashion marketing terms and a guide to further reading · a systematic approach to fashion marketing, not hyperbole or speculation. The new edition has been updated throughout with new material on different promotional media, visual marketing and international marketing research; and new coverage of internal marketing, supply chain management, international marketing communications as well as the role of the internet. See www.blackwellpublishing.com/easey for supporting pack for tutors, including PowerPoint slides for each chapter plus ideas and exercises for seminars.

Fashion Marketing

Author: Tony Hines,Margaret Bruce

Publisher: Routledge

ISBN: 113640354X

Category: Business & Economics

Page: 352

View: 9143

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A collection of international contributions from renowned academics and practitioners from the US, UK, China, the second edition of Fashion Marketing has been completely updated, revised and expanded to reflect the major changes in the fashion industry since 2001 and covers all of the key themes and issues of the area. Key themes and areas covered include globalization, fast fashion, luxury fashion, offshoring, business-to-business, forecasting, sourcing, supply chain management, new product development, design management, logistics, range planning, color prediction, market testing, e-commerce, and strategy.

Mastering Fashion Marketing

Author: Tim Jackson,David Shaw

Publisher: Macmillan International Higher Education

ISBN: 1137092718

Category: Business & Economics

Page: 240

View: 9679

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This is the first book on the subject that combines contemporary marketing theory with analysis of operational marketing practice within the fashion industry. It contains the views of key practitioners and much original case study material from leading fashion organizations to provide unique insights into the reality of fashion marketing.

Fashion Marketing

Influencing Consumer Choice and Loyalty with Fashion Products

Author: Caroline Le Bon

Publisher: Business Expert Press

ISBN: 160649905X

Category: Business & Economics

Page: 124

View: 1299

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Fashion is everywhere! It transcends domains and applies to almost any kind of product (e.g., apparel, cars, digital devices, food, literature, travel, music, house decoration and personal wellness). Fashion greatly influences public interest, media coverage, and product success. The global fashion industry is among the most important in terms of investments, trade, and employment, despite its dependence on unpredictable demand. This book focuses on the fashion apparel and accessories industry in an attempt to help managers answer the following questions: Why and how do fashion products appeal to consumers, despite their constantly varying attributes? What specific elements and benefits of fashion influence consumers, and how can companies exploit them and gain from these? Which marketing strategies and tactics should companies use to increase fashion products’ success while communicating and managing customers’ image? How can companies maintain customer loyalty and generate higher profits with fashion products? By undertaking deep analyses of manufacturers and retailers’ best practices, interviewing customers and companies, and reviewing recent academic research on fashion marketing, this book answers such questions and thus helps managers leverage the value that fashion adds to products while creating loyal customers in truly competitive fashion markets.

Fashion Marketing

Author: Janet Bohdanowicz,Liz Clamp

Publisher: Routledge

ISBN: 9780415059398

Category: Business & Economics

Page: 177

View: 5090

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Aie, Fashion Marketing

Author: Oelkers

Publisher: N.A

ISBN: 9780538435659

Category: Fashion merchandising

Page: 298

View: 7155

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Contains marginal notes with suggestions for activities and projects as well as ideas for classroom discussion.

Fashion Marketing and PR

Author: Maria Costantino

Publisher: B. T. Batsford Limited

ISBN: 9780713483345

Category: Clothing trade

Page: 96

View: 5194

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This text examines the importance of promotion and presentation in the fashion industry, from its use as an amateur tool to its development as a multi-media professional industry. Specific e×amples include: The Body Shop, Levis, Chanel, Versace, Armani, Savile Row. Lynn Franks and Liz Hurley.

Social Media for Fashion Marketing

Storytelling in a Digital World

Author: Wendy K. Bendoni

Publisher: Bloomsbury Publishing

ISBN: 1474233325

Category: Business & Economics

Page: 272

View: 1385

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Social Media for Fashion Marketing uses cutting edge case studies and detailed interviews to show how the business of fashion is changing in the digital landscape. Bendoni (@BendoniStyle) also considers the psychological impact of being a hyper-connected consumer and the generational gaps in social media communication. Using academic research alongside her 25 years of fashion marketing experience to offer a clear picture of the changing narrative of storytelling, social confirmation, digital nesting and how to use data to shape a brand's online presence.With practical and critical thinking activities to hone your skills into professional practice, this is the ultimate guide to social marketing, promotion, SEO, branding and communication.Featured topics- Rules of Digital Storytelling- Rethinking Gamification- Strategic Digital Marketing- The Role of Citizen Journalists- The Social Media Looking Glass- World of Influencer Marketing- Visual Consumption Economy- Global Perspective of Social Media

Fashion Marketing

Theory, Principles & Practice

Author: Marianne Bickle

Publisher: Fairchild Books

ISBN: 9781563677380

Category: Business & Economics

Page: 352

View: 9018

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Prior to the 1970s and 1980s, fashion marketing focused heavily (and perhaps solely) on women's fashions. Today, fashion marketing influences all products and how consumers use these products. How products are marketed, when products are marketed, the evolution of products into different sizes, shapes, colors, and uses are all influenced by fashion marketers. Fashion marketing is taken to different levels from branding a person (e.g., Ralph Lauren, the person), a line of products (e.g., Lexus luxury cars), or a single product (e.g., Coach handbag). This much-needed text introduces new methods and technologies to apply today's principles to future practices of fashion marketing.

The Why of the Buy

Consumer Behavior and Fashion Marketing

Author: Patricia Mink Rath,Stefani Bay,Penny Gill,Richard Petrizzi

Publisher: Bloomsbury Publishing

ISBN: 1609018982

Category: Business & Economics

Page: 480

View: 1684

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This book focuses on the causes and effects of consumer purchasing and forming strategies for targeting and catering to the needs of that consumer population.

The Fundamentals of Digital Fashion Marketing

Author: Clare Harris

Publisher: Bloomsbury Publishing

ISBN: 1474220851

Category: Design

Page: 216

View: 7644

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The Fundamentals of Digital Fashion Marketing introduces and explores contemporary digital marketing practices within the fashion industry. Clare Harris clearly explains key digital marketing strategies and examines and illustrates their role in fashion through exciting and memorable industry examples. Marketing practices covered include online marketing, social media, video, mobile technologies, in-store technologies, augmented reality and digital spaces.The text features interviews and case studies from some of fashion's biggest brands and most cutting-edge marketing companies, while also promoting active learning through engaging activities and exercises. This all combines to create a book that will inform, stimulate and inspire the next generation of creative marketers.

Fashion Marketing & Merchandising

Author: Mary Wolfe

Publisher: Goodheart-Willcox Pub

ISBN: 9781619604926

Category: Business & Economics

Page: 672

View: 829

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Fashion Marketing and Merchandising leads students through the business aspects of the fashion industry in addition to the career opportunities it offers. Included are the basics of market economics, textiles, design, and promotion. The latest concepts for manufacturing, mass customization,and niche specialization are reviewed, as are newer technologies such as automatic replenishment systems and radio frequency identification (RFID). The effects of industry globalization and consolidation are presented. Fashion careers, including entrepreneurship, are extensively covered in the lastfive chapters of the text.