Fashion Marketing and Communications : Theory and Practice Across the Fashion Industry (Paperback, 2 ed)

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 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. Bibliography and further reading. Index