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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.
Gaynor Lea-Greenwood, MA, BA, is Senior Lecturer in Fashion Marketing and Buying at Manchester Metropolitan University, having worked at a senior level in the fashion industry. She is an active researcher, external examiner for UK Universities and Assistant Editor of the Journal of Fashion Marketing and Management.
Table of Contents
Introduction Just what is marketing communications again? Objectives of campaigns, Where do we want to be and how do we get there? The process of communication, models of communication and their relationship with consumer behaviour in fashion purchasing. How communication works. The tools of marketing communications; relative costs. How a little can go a long way. Integrated fashion marketing communications. Are we all singing the same song? Communicating in retail. Display is not just for Dummies. Public relations in fashion. How we write for busy journalists. Evaluating the effectiveness of a campaign. Did it work? How do we know? The celebrity effect. I want to look like her. Regulatory frameworks. I want to make a complaint, yours disgusted of.. Internationalisation of fashion marketing communications. Going across the water. New channels of communication. txt: sale on now