Fashion marketing and communication : theory and practice across the fashion industry /

Bibliographic Details
Main Author:	Mitterfellner, Olga, 1978- (Author)
Corporate Author:	Taylor & Francis
Format:	eBook
Language:	English
Published:	Abingdon, Oxon ; New York, NY : Routledge, 2020.
Subjects:	Fashion merchandising. Advertising > Fashion. Clothing trade. Communication in marketing. Branding (Marketing) Electronic books.
Online Access:	Connect to the full text of this electronic book

Table of Contents:

Fashion marketing from a historical perspective : early days of advertising and consumerism
Fashion promotion and public relations
The marketing mix and communications tools
Creating the marketing message : branding and marketing communications
Social media, blogs and opinion-leaders : who is leading your opinion?
Target market and segmentation
Target marketing and the international consumer : coding and decoding brand messages
Brand communication at the point-of-sale : sensory branding
A critical look at advertising : brands selling hopes, dreams and objectification
The future of fashion marketing : trends and opportunities.