Olga Mitterfellner

Fashion Marketing and Communications

Theory and Practice Across the Fashion Industry

• Gebundenes Buch

Produktbeschreibung

Fashion Marketing and Communications draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies. It provides a comprehensive and honest understanding of the commercial and ethical impact marketing has on the fashion industry.

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Produktdetails

• Verlag: Taylor & Francis
• 2nd edition
• Seitenzahl: 324
• Erscheinungstermin: 11. Dezember 2024
• Englisch
• Abmessung: 234mm x 156mm x 21mm
• Gewicht: 653g
• ISBN-13: 9781032582344
• ISBN-10: 1032582340
• Artikelnr.: 70770275

Autorenporträt

Olga Mitterfellner, SFHEA, is Senior Lecturer in Fashion Business Management at the University of Westminster, UK.

Inhaltsangabe

1. Fashion marketing from a historical perspective: early days of
advertising and consumerism 2. Fashion promotion and public relations 3.
The Marketing Mix and communications tools 4. The advertising agency:
branding and marketing communications 5. Influencers, opinion leaders and
KOLs: who is leading your opinion? 6. Digital marketing 7. Target market
and segmentation 8. Target marketing and the international consumer: coding
and decoding brand messages 9. Brand communication at the point of sale:
sensory branding 10. A critical look at advertising: brands selling hopes,
dreams and objectification 11. Sustainability and marketing 12. Trend
forecasting and innovation: trends and opportunities. Bibliography and
further reading. Index