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Fashion is all about image. Consequently, fashion marketing communications - encompassing image management and public relations, branding, visual merchandising, publicity campaigns, handling the media, celebrity endorsement and sponsorship, crisis management etc. - have become increasingly important in the fashion business. This textbook for students of fashion design, fashion marketing, communications and the media sets out all that they need for the increasing number of courses in which the subject is a part.
Fashion is all about image. Consequently, fashion marketing communications - encompassing image management and public relations, branding, visual merchandising, publicity campaigns, handling the media, celebrity endorsement and sponsorship, crisis management etc. - have become increasingly important in the fashion business. This textbook for students of fashion design, fashion marketing, communications and the media sets out all that they need for the increasing number of courses in which the subject is a part.
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Gaynor Lea-Greenwood, MA, BA, is Senior Lecturer in Fashion Marketing and Buying at Manchester Metropolitan University, having worked at a senior level in the fashion industry. She is an active researcher, external examiner for UK Universities and Assistant Editor of the Journal of Fashion Marketing and Management.
Inhaltsangabe
Acknowledgments xi Chapter 1 Introduction 1 Description of the book 2 Structure of the book 3 Chapter 2 Marketing Strategy 7 Introduction 8 Promotional strategy 8 Where are we now? 10 Where do we want to be? 10 How do we get there? 12 Models of advertising 13 Examples of promotional campaigns 13 Summary 15 References 16 Activities 16 Chapter 3 Tools and Media Channels 17 Introduction 18 Advertising 18 Public relations 26 Direct marketing 28 Personal selling 29 The retail environment 31 Summary 33 References 33 Activities 33 Chapter 4 The Power of Magazines 35 Introduction 36 A repertoire of magazines 36 The magazine-reader relationship - my magazine is my mate? 41 Teenage magazines 45 Advertising costs, circulation and context 45 Monthly and weekly magazines 50 Summary 52 References 52 Activities 53 Chapter 5 The Role of Public Relations 54 Introduction 55 Who carries out the PR function? 55 The costs of PR 57 The role of the journalist in PR 57 Credibility 58 How gender affects PR 61 Working out the value of product placement 61 Types of PR function 62 The role of the PR function 63 Providing evidence of effectiveness 68 Crisis management 69 Summary 71 References 71 Activities 71 Discussion questions 72 Chapter 6 Celebrity 73 Defining celebrity 74 Celebrity management 74 Celebrity endorsement 75 Theoretical background 77 Celebrity collaborations 79 Celebrity ranges 80 Celebrity saturation 80 Celebrity slip-ups 80 Celebrity and charities 81 The celebrity lifecycle 83 Measuring the effectiveness of celebrity endorsement 86 The major benefits of celebrity endorsements 87 The death of celebrity culture? 87 Summary 88 References 88 Activities 88 Chapter 7 The Retail Fashion Store Environment 89 Introduction 90 Consumer behaviour reviewed 90 Types of store 91 Store location 92 Approach and avoidance 94 Visual merchandising - the shop window 95 From visual merchandising to visual marketing 97 Hero pieces 98 Store layout and design 98 Stimulation of the senses 102 Store personnel 104 The virtual store environment 106 The payment experience 107 Auditing the retail environment - the mystery shopper 107 Future directions 108 Summary 109 References 109 Activities 109 Chapter 8 Trade Marketing Communications 111 Introduction 112 Press releases 113 Trade journals 117 Fashion shows 118 Fashion weeks 118 Showrooms 119 Exhibitions and trade shows 121 Trade marketing stands 125 Events 130 Websites 130 E-mail and social media 131 Supporting the trade 131 Summary 131 Activities 132 Chapter 9 International Fashion Marke ting Communications 133 Introduction 134 The international consumer 134 Operating outside the domestic market 134 Emerging markets 137 Developing versus developed markets 138 International regulatory frameworks 140 Standardisation and adaptation in international fashion marketing communications 141 General considerations for international marketing 143 Summary 145 References 146 Activities 146 Chapter 10 Regulatory Frameworks 150 Introduction 151 The role and remit of self-regulation 152 Hot topics in the fashion industry 152 The process and progress of a complaint 154 Communicating the results of adjudications 155 International considerations 156 Where the problems seem to lie 156 Summary 157 References 157 Activities 157 Chapter 11 Assessing the Effectiveness of Fashion Marketing Communications 158 Introduction 159 Models of advertising 160 Measuring effectiveness against campaign objectives 161 Assessing the effectiveness of traditional media 162 Qualitative research 165 Other methods of determining effectiveness 168 Costs of research 172 Summary 175 References 175 Activities 175 Chapter 12 Future Directions in Fashion Marketing Communications 181 Introduction 182 The changing landscape of media communications 182 Technological advances 182 Rich media and infotainment 183 Blogs 184 Career opportunities 185 Work experience 186 Top tips 191 The interview process 192 References 193 Activities 193 Index 195
Acknowledgments xi Chapter 1 Introduction 1 Description of the book 2 Structure of the book 3 Chapter 2 Marketing Strategy 7 Introduction 8 Promotional strategy 8 Where are we now? 10 Where do we want to be? 10 How do we get there? 12 Models of advertising 13 Examples of promotional campaigns 13 Summary 15 References 16 Activities 16 Chapter 3 Tools and Media Channels 17 Introduction 18 Advertising 18 Public relations 26 Direct marketing 28 Personal selling 29 The retail environment 31 Summary 33 References 33 Activities 33 Chapter 4 The Power of Magazines 35 Introduction 36 A repertoire of magazines 36 The magazine-reader relationship - my magazine is my mate? 41 Teenage magazines 45 Advertising costs, circulation and context 45 Monthly and weekly magazines 50 Summary 52 References 52 Activities 53 Chapter 5 The Role of Public Relations 54 Introduction 55 Who carries out the PR function? 55 The costs of PR 57 The role of the journalist in PR 57 Credibility 58 How gender affects PR 61 Working out the value of product placement 61 Types of PR function 62 The role of the PR function 63 Providing evidence of effectiveness 68 Crisis management 69 Summary 71 References 71 Activities 71 Discussion questions 72 Chapter 6 Celebrity 73 Defining celebrity 74 Celebrity management 74 Celebrity endorsement 75 Theoretical background 77 Celebrity collaborations 79 Celebrity ranges 80 Celebrity saturation 80 Celebrity slip-ups 80 Celebrity and charities 81 The celebrity lifecycle 83 Measuring the effectiveness of celebrity endorsement 86 The major benefits of celebrity endorsements 87 The death of celebrity culture? 87 Summary 88 References 88 Activities 88 Chapter 7 The Retail Fashion Store Environment 89 Introduction 90 Consumer behaviour reviewed 90 Types of store 91 Store location 92 Approach and avoidance 94 Visual merchandising - the shop window 95 From visual merchandising to visual marketing 97 Hero pieces 98 Store layout and design 98 Stimulation of the senses 102 Store personnel 104 The virtual store environment 106 The payment experience 107 Auditing the retail environment - the mystery shopper 107 Future directions 108 Summary 109 References 109 Activities 109 Chapter 8 Trade Marketing Communications 111 Introduction 112 Press releases 113 Trade journals 117 Fashion shows 118 Fashion weeks 118 Showrooms 119 Exhibitions and trade shows 121 Trade marketing stands 125 Events 130 Websites 130 E-mail and social media 131 Supporting the trade 131 Summary 131 Activities 132 Chapter 9 International Fashion Marke ting Communications 133 Introduction 134 The international consumer 134 Operating outside the domestic market 134 Emerging markets 137 Developing versus developed markets 138 International regulatory frameworks 140 Standardisation and adaptation in international fashion marketing communications 141 General considerations for international marketing 143 Summary 145 References 146 Activities 146 Chapter 10 Regulatory Frameworks 150 Introduction 151 The role and remit of self-regulation 152 Hot topics in the fashion industry 152 The process and progress of a complaint 154 Communicating the results of adjudications 155 International considerations 156 Where the problems seem to lie 156 Summary 157 References 157 Activities 157 Chapter 11 Assessing the Effectiveness of Fashion Marketing Communications 158 Introduction 159 Models of advertising 160 Measuring effectiveness against campaign objectives 161 Assessing the effectiveness of traditional media 162 Qualitative research 165 Other methods of determining effectiveness 168 Costs of research 172 Summary 175 References 175 Activities 175 Chapter 12 Future Directions in Fashion Marketing Communications 181 Introduction 182 The changing landscape of media communications 182 Technological advances 182 Rich media and infotainment 183 Blogs 184 Career opportunities 185 Work experience 186 Top tips 191 The interview process 192 References 193 Activities 193 Index 195
Rezensionen
"...it's a highly recommended read if you too want to work in fashion or even if you don't it gives great insight into the fashion through business eyes." (March 2013, Urbanoblog.com)
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