Fashion Marketing Communications

ISBN-10: 1405150602
ISBN-13: 9781405150606
Edition: 2012
List price: $45.00 Buy it from $25.01 Rent it from $17.01
30 day, 100% satisfaction guarantee

If an item you ordered from TextbookRush does not meet your expectations due to an error on our part, simply fill out a return request and then return it by mail within 30 days of ordering it for a full refund of item cost.

Learn more about our returns policy

Description: 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  More...

New Starting from $25.56
Rent Starting from $17.01
what's this?
Rush Rewards U
Members Receive:
coins
coins
You have reached 400 XP and carrot coins. That is the daily max!
You could win $10,000

Get an entry for every item you buy, rent, or sell.

Study Briefs

Limited time offer: Get the first one free! (?)

All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.

Add to cart
Study Briefs
Periodic Table Online content $4.95 $1.99
Add to cart
Study Briefs
Business Ethics Online content $4.95 $1.99
Add to cart
Study Briefs
Business Law Online content $4.95 $1.99

Customers also bought

Loading
Loading
Loading
Loading
Loading
Loading
Loading
Loading
Loading
Loading

Book details

List price: $45.00
Copyright year: 2012
Publisher: John Wiley & Sons, Incorporated
Publication date: 3/18/2013
Binding: Paperback
Pages: 216
Size: 6.75" wide x 9.75" long x 0.50" tall
Weight: 0.902
Language: English

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.

Acknowledgments
Introduction
Description of the book
Structure of the book
Marketing Strategy
Introduction
Promotional strategy
Where are we now?
Where do we want to be?
How do we get there?
Models of advertising
Examples of promotional campaigns
Summary
References
Activities
Tools and Media Channels
Introduction
Advertising
Public relations
Direct marketing
Personal selling
The retail environment
Summary
References
Activities
The Power of Magazines
Introduction
A repertoire of magazines
The magazine-reader relationship - my magazine is my mate?
Teenage magazines
Advertising costs, circulation and context
Monthly and weekly magazines
Summary
References
Activities
The Role of Public Relations
Introduction
Who carries out the PR function?
The costs of PR
The role of the journalist in PR
Credibility
How gender affects PR
Working out the value of product placement
Types of PR function
The role of the PR function
Providing evidence of effectiveness
Crisis management
Summary
References
Activities
Discussion questions
Celebrity
Defining celebrity
Celebrity management
Celebrity endorsement
Theoretical background
Celebrity collaborations
Celebrity ranges
Celebrity saturation
Celebrity slip-ups
Celebrity and charities
The celebrity lifecycle
Measuring the effectiveness of celebrity endorsement
The major benefits of celebrity endorsements
The death of celebrity culture?
Summary
References
Activities
The Retail Fashion Store Environment
Introduction
Consumer behaviour reviewed
Types of store
Store location
Approach and avoidance
Visual merchandising - the shop window
From visual merchandising to visual marketing
Hero pieces
Store layout and design
Stimulation of the senses
Store personnel
The virtual store environment
The payment experience
Auditing the retail environment - the mystery shopper
Future directions
Summary
References
Activities
Trade Marketing Communications
Introduction
Press releases
Trade journals
Fashion shows
Fashion weeks
Showrooms
Exhibitions and trade shows
Trade marketing stands
Events
Websites
E-mail and social media
Supporting the trade
Summary
Activities
International Fashion Marketing Communications
Introduction
The international consumer
Operating outside the domestic market
Emerging markets
Developing versus developed markets
International regulatory frameworks
Standardisation and adaptation in international fashion marketing communications
General considerations for international marketing
Summary
References
Activities
Regulatory Frameworks
Introduction
The role and remit of self-regulation
Hot topics in the fashion industry
The process and progress of a complaint
Communicating the results of adjudications
International considerations
Where the problems seem to lie
Summary
References
Activities
Assessing the Effectiveness of Fashion Marketing Communications
Introduction
Models of advertising
Measuring effectiveness against campaign objectives
Assessing the effectiveness of traditional media
Qualitative research
Other methods of determining effectiveness
Costs of research
Summary
References
Activities
Future Directions in Fashion Marketing Communications
Introduction
The changing landscape of media communications
Technological advances
Rich media and infotainment
Blogs
Career opportunities
Work experience
Top tips
The interview process
References
Activities
Index

×
Free shipping on orders over $35*

*A minimum purchase of $35 is required. Shipping is provided via FedEx SmartPost® and FedEx Express Saver®. Average delivery time is 1 – 5 business days, but is not guaranteed in that timeframe. Also allow 1 - 2 days for processing. Free shipping is eligible only in the continental United States and excludes Hawaii, Alaska and Puerto Rico. FedEx service marks used by permission."Marketplace" orders are not eligible for free or discounted shipping.

Learn more about the TextbookRush Marketplace.

×