Basics Fashion Management 02: Fashion Promotion: Building a Brand Through Marketing and Communication (Paperback)

Chapter 1: Industry and Context Brand building The shifting communications landscape Global market changes The new fashion consumer Case study: Hall Ohara Interview: Jose Neves Exercise: Global fashion Chapter 2: Marketing Research and trends Brand concept development Multi-channel marketing Case study: Mary Kay pop-up store Interview: Julia Kasper Exercise: Creating a brand concept Chapter 3: Media and PR Fashion PR Building media relations Creating content for distribution Case study: Fashion Press Week Interview: Rebecca Gray Exercise: Creating brand content Chapter 4: Creating the Vision Photography and styling Illustration and graphics Video Web design visuals Case study: Poppy Roberts Interview: Jayne Pierson Exercise: Creating an illustration Chapter 5: Digital Fashion A changing industry Using social media to reach customers Citizen journalism and blogging The future Case study: What Katie Wore Interview: Harriet Williams Exercise: Fashion blog analysis Chapter 6: Collaboration and Connection Working with other industries Celebrity endorsement Case study: DONT WALK Interview: Emma Griffiths Exercise: Corporate conscience