Jon Cope (University for the Creative Arts), Dennis Maloney (University for the Creative Arts)

Fashion Promotion in Practice

• Broschiertes Buch

Produktbeschreibung

Fashion lives and dies by stories. Aiming to 'tell the stories of fashion', Fashion Promotion in Practice both instructs and inspires through an entertaining look at contemporary promotional practice within the fashion industry, showing you how you can apply this to your own future brands and campaigns. Offering crucial insights into the how and why of promotional practice, Fashion Promotion in Practice explores the key issues and main areas of fashion promotion, including fashion film, the democratization of the catwalk, strategic brand collaborations, fashion magazines, celebrity endorsement, curating the fashion space, advertising, public relations, and campaign planning and evaluation. Each chapter also explores the key technologies, events and activities, which have shaped each practice. Beautifully illustrated, this go-to guide for fashion promotion contains exercises, case studies and interviews with major industry professionals, including Oliviero Toscani, Adam Drawas, Rebecca Grant, Kathryn Ferguson, Georgia Hardinge and Josie Roscopp, Diane Pernet, Andrea Leonardi and Katie Baron, making it a must-read for all those involved in the fashion industry.

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Produktdetails

• Required Reading Range
• Verlag: Bloomsbury Publishing PLC
• Seitenzahl: 216
• Erscheinungstermin: 25. März 2021
• Englisch
• Abmessung: 272mm x 209mm x 14mm
• Gewicht: 712g
• ISBN-13: 9781350145474
• ISBN-10: 1350145475
• Artikelnr.: 58688137

Autorenporträt

Jon Cope is a Senior Lecturer in Public Relations at Westminster University, London, UK Dennis Maloney is Course Leader in Fashion Journalism at University for the Creative Arts, UK

Inhaltsangabe

Chapter 1 - Campaign Planning: Making it Happen
Introduction
Putting the P's into Practice
Planning for Promotion
Case study - The Power of Not Planning: Non-Celebrities go Viral
Interview - Rebecca Grant, Cohn and Wolfe: Planning Fashion Promotion for Non-Fashion Brands
Interview - Cotton Incorporated: Planning to Promote
Chapter Review Chapter 2 - Advertising and Public Relations: From Verbal to Viral
Introduction
The Development of
Integrated Fashion Advertising and PR
Interview - Oliviero Toscani: Fashion Advertising's Original Bad Boy
Case Study - Calvin Klein: 'Show Yours. #My Calvin's' Campaign
Types of Fashion PR Activity
Advertising and Media Types
Paid, Owned, Earned and Social Media
How to Write a Press Release
Going Native: The Future of Fashion Advertising and PR
Interview: Adam Drawas on the New Face of Fashion PR
Chapter Review Chapter 3 - The Celebrity Role: From Royalty to the Rap Game
Introduction
The Origins of Celebrity in Fashion
Why Use Celebrities?
Does Celebrity Promotion Work?
Choosing and Using Your Celebrity
Industry Perspective - The Future of Celebrity in Fashion Promotion
Industry Perspective -
Working With Celebrities
Celebrities Behaving Badly
Chapter Review Chapter 4 - Collaborations: 'X' Marks the Spot
Introduction
Why Collaborate?
Categorizing Fashion Collaborations
Promoting Collaborations
Industry Perspective: Collaborating with Bloggers
Charities Collaborating with Fashion: Environmental Justice Foundation 'Just For' Environmental T-Shirt Collaboration
Chapter Review Chapter 5 - The Fashion Show: From Couturier to Catwalk
Introduction
The Fashion Week
The Changing Shape of the Catwalk
The Production On and Off the Catwalk
Catwalk as a Promotional Vehicle: The Communication
The End of the Clique
The Future of the Catwalk
Interview - Fiona Farnsworth, The Catwalk PR
Chapter Review Chapter 6 - Fashion Film: From Hollywood to Hoxton
Introduction
The Contemporary Fashion Film Creative Film and Narrative
Industry Perspective - Kathryn Ferguson: A Fashion Filmmaker's Perspective
Fashion Film as a Promotional Vehicle
Interview - Diane Pernet, The Future of Fashion Film: Industry Perspective
Interview - Georgia Hardinge and Josie Roscopp
Interview: Diane Pernet: International Film Festivals
Chapter Review Chapter 7 - Events from Private Parties to Public Performances
Introduction
Events and their Audiences
Public Events
Q&A: Andrea Leonardi, Event Producer, Without Production
Experiential Events
Interview: Katie Baron
Chapter Review Chapter 8 - Visual Merchandising: From Store to Screen
Introduction
Visual Merchandising in History Department Stores
Window Displays: Attracting Attention
The Boutique and Edit
Does Visual Merchandising Work? The Future of Visual Merchandising
Interview: JoAnn Tan: On Curating the Fashion Space
Chapter Review Chapter 9 - The Fashion Magazine: From Print to Pixel
Introduction
Magazines as Promotional Tools
Going Online
Types of Online Sources
A Question of Trust
Going Digital
The Future of the Magazine
Interview: Sébastien Rouchon - On Digital Publishing
Chapter Review Resources Index Acknowledgements Picture Credits