Fashion Marketing and Communication Theory and Practice Across the Fashion Industry 1st Edition by Olga Mitterfellner ISBN 9781138323087 113832308X

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ISBN 10: 113832308X
ISBN 13: 9781138323087
Author: Olga Mitterfellner

Some of the usual obstacles to modern teachings of marketing are ethnocentricity, the limitation of creative thought by conformity to existing theories, lack of questioning of ethics, and a disconnection from historic events or sociological discourse. This book, in contrast, draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies as tools for understanding the way in which fashion works today, and re-evaluates what makes certain fashion marketing tactics fashionable.

Offering a combination of theory and practice, Fashion Marketing and Communication is full of international case studies, practice-based examples and interviews with scholars and practitioners in the fashion and communications industry. Covering subjects including the history of consumerism, fashion marketing, the creative direction of the fashion brand and the use of bloggers and celebrities as marketing tools, this book delineates the opportunities and challenges facing the future of fashion media in the twenty-first century.

Examining the last 100 years of marketing and communications, current theory and practice, as well as questions on the ethics of the fashion industry, this broad-ranging and critical text is perfect for undergraduate and postgraduate students of fashion marketing, branding and communication.

Fashion Marketing and Communication Theory and Practice Across the Fashion Industry 1st Edition Table of contents:

• Introduction: The Evolving Fashion Landscape
• Chapter 1: Fashion Marketing and Its Role in the Industry
• Chapter 2: The Fashion Consumer: Behavior and Trends
• Chapter 3: Branding in Fashion: Building Identity and Loyalty
• Chapter 4: Fashion Advertising: From Print to Digital Platforms
• Chapter 5: The Impact of Social Media on Fashion Marketing
• Chapter 6: Fashion PR and Influencer Culture
• Chapter 7: Visual Merchandising: The Art of Storytelling
• Chapter 8: Marketing Fashion in a Globalized World
• Chapter 9: The Role of Technology in Fashion Marketing
• Chapter 10: Sustainable Fashion: Ethical Practices in Marketing
• Chapter 11: Retail Strategies and Consumer Experience
• Chapter 12: Future Trends in Fashion Marketing and Communication
• Conclusion: Navigating the Changing Fashion Industry
• Acknowledgments
• Index

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Olga Mitterfellner,Fashion Marketing,Communication,Fashion Industry