Fashion Marketing

Advertising, Brands and Communication

Olga Mitterfellner (Autor)

Buch | Softcover

264 Seiten

2017
Kogan Page Ltd (Verlag)
978-0-7494-7969-5 (ISBN)

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A textbook on fashion marketing, with particular emphasis on advertising, ethics and predicting future trends.

Fashion Marketing examines the latest trends in fashion promotion with particular emphasis on advertising. The book offers a comprehensive overview of the industry as a whole, with constructive discussion on some of the complex ethical issues associated with fashion marketing. These include fascinating topics such as the unhealthy self-perception that the industry endorses, the early sexualisation of children, gender marketing, and the new 'green' trend of eco-conscious fashion labels.

Presenting a truly global perspective, Fashion Marketing looks to the future and acknowledges that the industry is on the verge of a completely new approach. In the wake of the digital revolution, the emergence of bloggers and online advocates has lead to an increase in voluntary brand ambassadors. With social media in the hands of young and fashion-savvy influencers, everyone can be an advertiser. Encouraging critical and independent thinking, Fashion Marketing is the go-to guide for any student seeking to understand the impact of fashion marketing on the industry as a whole.

Olga Mitterfellner is Professor of Fashion Management at the Media Design Hochschule University of Applied Sciences in Munich, Germany. She speaks 5 languages fluently, and has over 12 years of fashion industry experience working in trend forecasting, fashion and textile design, and PR. She is also an associate of the International Textile Institute and a contributor to the online academic fashion symposium 'Worn Through'. She still designs textiles and fashion pieces for her own fashion label, and her written work has been presented at the International Textile Institute's global conferences.

Chapter - 01: Putting it into Perspective: The History of Advertising and Consumerism;
Chapter - 02: From Propaganda to Promotion: Advertising, PR and the Marketing Mix;
Chapter - 03: An Ad in the Making: Creative Directors, Media and Challenges;
Chapter - 04: Blogs, Brands and Opinion-Leaders: Who is Leading Your Opinion?;
Chapter - 05: Target Marketing and the International Consumer: Coding and Decoding Brand Messages;
Chapter - 06: A Critical Look at Advertising: How Are Brands Selling You Hopes, Dreams and Objectification?;
Chapter - 07: Regulating Brand Communication: Who Steps in When Advertising Poses Risk to its Audience?;
Chapter - 08: Brand Communication at the Point-of-Sale: Customer Experience Management, Phygital Reality and Sensory Branding;
Chapter - 09: Communicating Sustainability: Corporate Social Responsibility vs. Greenwashing;
Chapter - 10: The Future of Fashion Brands: Challenges and Opportunities in the 21st Century

Erscheint lt. Verlag	3.12.2017
Verlagsort	London
Sprache	englisch
Maße	170 x 240 mm
Themenwelt	Kunst / Musik / Theater ► Design / Innenarchitektur / Mode
	Sozialwissenschaften
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	0-7494-7969-8 / 0749479698
ISBN-13	978-0-7494-7969-5 / 9780749479695
Zustand	Neuware