Communicating fashion brands : theoretical and practical perspectives /

Bibliographic Details
Corporate Author:	Taylor & Francis
Other Authors:	Huggard, Emily (Editor), Cope, Jon (Editor)
Format:	eBook
Language:	English
Published:	Abingdon, Oxon ; New York, NY : Routledge, 2020.
Subjects:	Advertising > Fashion. Fashion merchandising. Branding (Marketing) Electronic books.
Online Access:	Connect to the full text of this electronic book

Table of Contents:

An introduction to fashion brand communication / Emily Huggard
The fashion industry context / Emily Huggard
The role of the fashion communicator as a cultural intermediary / Emily Huggard
Motivation and the fashion consumer? / Jon Cope
Communicating brand identity, creating fashionable identities / Rachel Lifter
Co-creating fashion spaces / Anja Overdiek
Co-creative storytelling / Patrick Lonergan
Strategy : building a brand community / Jon Cope
Strategy : the symbolic value of fashion brand collaboration / Jason Kass
Conclusion and future directions : how fashion brand communication shapes culture / Emily Huggard and Jon Cope.