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