Social Media for Fashion Marketing Storytelling in a Digital World

by Bendoni, Wendy

• ISBN13: 9781474233323
• ISBN10: 1474233325
• Format: Paperback
• Copyright: 2017-03-23
• Publisher: Bloomsbury Visual Arts

Summary

Social Media for Fashion Marketing enables students to explore how social network platforms continue to alter digital communication and have an impact on the marketing strategies employed by the fashion industry. It also crucially equips readers with the know-how to examine current industry trends in social media marketing, such as the impact of new technologies, digital influencers, analytics and SEO on the fashion cycle and on consumer behaviour.

This book uniquely explores how social media marketing platforms are utilized and integrated by fashion industry professionals to better understand a brand's target audience, determine new digital strategies for growth and to create effective new media tools.

Readers gain valuable insights through a range of digital marketing case studies and chapter exercises that focus on critical thinking and practical applications. The title also features an impressive wealth of interviews with key industry practitioners, including Daniel Plenge (Marc Jacobs), Aliza Licht (Donna Karan International), Alistair Allan (Burberry), Laura West (Nike) and Andrea Port (Kenneth Cole).

Author Biography

Wendy Bendoni is Assistant Professor and Chair of the Fashion Marketing department in the School of Business at Woodbury University, USA, and a Consumer Trend Analysis expert to the Carl Benz Academy (Mercedes Benz of China, University of Beijing and the University of Berlin).

Table of Contents

Section 1: The digital landscape transforms the fashion industry

1 Digital disruption of the fashion industry
1.1 Introduction;1.2 The fashion landscape before social media; 1.2 Evolution of the fashion system; Democratization of the fashion industry; 1.5 The fashion landscape disrupted; 1.6 Blogosphere takes on the fashion industry; 1.7 Style sharing communities: User-generated content (UGC)

2 Introduction of the digital landscape
2.1 Introduction; 2.2 The environment in digital space; 2.3 Social exploration; 2.4 The social structure; 2.5 Social media networks; 2.6 Legally speaking in a social media space; 2.7 Uniting the world; 2.8 Exercises and technology corner

3 Rise of the hyper-connect consumers
3.1 Introduction; 3.2 Hyper-connected consumers; 3.3 Evolution of social behaviour on social media; 3.4 Generation gap through the digital landscape; 3.5 Generation Z; 3.6 Millennials; 3.7 Generation X; 3.8 Baby boomers; 3.9 Exercises and technology corner

Section 2: The business of fashion marketing

4 Digital storytelling
4.1 Introduction; 4.2 Storytelling in marketing; 4.3 Storytelling marketing; 4.4 Visual consumption; 4.5 Social story: The Burberry dream; 4.6 Trending social stories of the #hastag; 4.7 The science of stories: Neurological responses to stories; 4.8 Storytelling becomes storygiving; 4.9 Social marketing: Purposeful stories in the digital age; 4.10 Exercises and technology corner

5 Strategic marketing in the digital age
5.1 Introduction; 5.2 Social media marketing strategy; 5.3 Real-time marketing strategies by Teri Thompson; 5.4 Interview: Trina Albus, founder of Magenta Agency; 5.5 The social media team; 5.6 Creative branding and strategic marketing alliance; 5.7 Influencer marketing/ marketing agencies; 5.8 Art of the pitch; 5.9 Hidden influencers; 5.10 Digital curation; 5.11 Fashion on-demand world; 5.12 Retail science of the digital age; 5.13 Mobile interactive store fronts; 5.14 Exercises and technology corner

6 The evolving measurable impact of social media
6.1 Introduction; 6.2 The power of data; 6.3 Evolution of fashion data and analytics; 6.4 Fashion intelligence; 6.5 Data-driven briefs and personas; 6.6 The power of search; 6.7 Introduction Search Engine Marketing (SEM) and Search Engine Optimization (SEO); 6.8 Journey mapping case; 6.9 Exercises and technology corner