{"product_id":"fashion-marketing-communications-isbn-9781405150606","title":"Fashion Marketing Communications","description":"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.\u003cbr\u003e \u003cbr\u003e 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. \u003cp\u003eAcknowledgments xi\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 Introduction 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDescription of the book 2\u003c\/p\u003e \u003cp\u003eStructure of the book 3\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Marketing Strategy 7\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 8\u003c\/p\u003e \u003cp\u003ePromotional strategy 8\u003c\/p\u003e \u003cp\u003eWhere are we now? 10\u003c\/p\u003e \u003cp\u003eWhere do we want to be? 10\u003c\/p\u003e \u003cp\u003eHow do we get there? 12\u003c\/p\u003e \u003cp\u003eModels of advertising 13\u003c\/p\u003e \u003cp\u003eExamples of promotional campaigns 13\u003c\/p\u003e \u003cp\u003eSummary 15\u003c\/p\u003e \u003cp\u003eReferences 16\u003c\/p\u003e \u003cp\u003eActivities 16\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Tools and Media Channels 17\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 18\u003c\/p\u003e \u003cp\u003eAdvertising 18\u003c\/p\u003e \u003cp\u003ePublic relations 26\u003c\/p\u003e \u003cp\u003eDirect marketing 28\u003c\/p\u003e \u003cp\u003ePersonal selling 29\u003c\/p\u003e \u003cp\u003eThe retail environment 31\u003c\/p\u003e \u003cp\u003eSummary 33\u003c\/p\u003e \u003cp\u003eReferences 33\u003c\/p\u003e \u003cp\u003eActivities 33\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 The Power of Magazines 35\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 36\u003c\/p\u003e \u003cp\u003eA repertoire of magazines 36\u003c\/p\u003e \u003cp\u003eThe magazine–reader relationship – my magazine is my mate? 41\u003c\/p\u003e \u003cp\u003eTeenage magazines 45\u003c\/p\u003e \u003cp\u003eAdvertising costs, circulation and context 45\u003c\/p\u003e \u003cp\u003eMonthly and weekly magazines 50\u003c\/p\u003e \u003cp\u003eSummary 52\u003c\/p\u003e \u003cp\u003eReferences 52\u003c\/p\u003e \u003cp\u003eActivities 53\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 The Role of Public Relations 54\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 55\u003c\/p\u003e \u003cp\u003eWho carries out the PR function? 55\u003c\/p\u003e \u003cp\u003eThe costs of PR 57\u003c\/p\u003e \u003cp\u003eThe role of the journalist in PR 57\u003c\/p\u003e \u003cp\u003eCredibility 58\u003c\/p\u003e \u003cp\u003eHow gender affects PR 61\u003c\/p\u003e \u003cp\u003eWorking out the value of product placement 61\u003c\/p\u003e \u003cp\u003eTypes of PR function 62\u003c\/p\u003e \u003cp\u003eThe role of the PR function 63\u003c\/p\u003e \u003cp\u003eProviding evidence of effectiveness 68\u003c\/p\u003e \u003cp\u003eCrisis management 69\u003c\/p\u003e \u003cp\u003eSummary 71\u003c\/p\u003e \u003cp\u003eReferences 71\u003c\/p\u003e \u003cp\u003eActivities 71\u003c\/p\u003e \u003cp\u003eDiscussion questions 72\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Celebrity 73\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDefining celebrity 74\u003c\/p\u003e \u003cp\u003eCelebrity management 74\u003c\/p\u003e \u003cp\u003eCelebrity endorsement 75\u003c\/p\u003e \u003cp\u003eTheoretical background 77\u003c\/p\u003e \u003cp\u003eCelebrity collaborations 79\u003c\/p\u003e \u003cp\u003eCelebrity ranges 80\u003c\/p\u003e \u003cp\u003eCelebrity saturation 80\u003c\/p\u003e \u003cp\u003eCelebrity slip-ups 80\u003c\/p\u003e \u003cp\u003eCelebrity and charities 81\u003c\/p\u003e \u003cp\u003eThe celebrity lifecycle 83\u003c\/p\u003e \u003cp\u003eMeasuring the effectiveness of celebrity endorsement 86\u003c\/p\u003e \u003cp\u003eThe major benefits of celebrity endorsements 87\u003c\/p\u003e \u003cp\u003eThe death of celebrity culture? 87\u003c\/p\u003e \u003cp\u003eSummary 88\u003c\/p\u003e \u003cp\u003eReferences 88\u003c\/p\u003e \u003cp\u003eActivities 88\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 The Retail Fashion Store Environment 89\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 90\u003c\/p\u003e \u003cp\u003eConsumer behaviour reviewed 90\u003c\/p\u003e \u003cp\u003eTypes of store 91\u003c\/p\u003e \u003cp\u003eStore location 92\u003c\/p\u003e \u003cp\u003eApproach and avoidance 94\u003c\/p\u003e \u003cp\u003eVisual merchandising – the shop window 95\u003c\/p\u003e \u003cp\u003eFrom visual merchandising to visual marketing 97\u003c\/p\u003e \u003cp\u003eHero pieces 98\u003c\/p\u003e \u003cp\u003eStore layout and design 98\u003c\/p\u003e \u003cp\u003eStimulation of the senses 102\u003c\/p\u003e \u003cp\u003eStore personnel 104\u003c\/p\u003e \u003cp\u003eThe virtual store environment 106\u003c\/p\u003e \u003cp\u003eThe payment experience 107\u003c\/p\u003e \u003cp\u003eAuditing the retail environment – the mystery shopper 107\u003c\/p\u003e \u003cp\u003eFuture directions 108\u003c\/p\u003e \u003cp\u003eSummary 109\u003c\/p\u003e \u003cp\u003eReferences 109\u003c\/p\u003e \u003cp\u003eActivities 109\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Trade Marketing Communications 111\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 112\u003c\/p\u003e \u003cp\u003ePress releases 113\u003c\/p\u003e \u003cp\u003eTrade journals 117\u003c\/p\u003e \u003cp\u003eFashion shows 118\u003c\/p\u003e \u003cp\u003eFashion weeks 118\u003c\/p\u003e \u003cp\u003eShowrooms 119\u003c\/p\u003e \u003cp\u003eExhibitions and trade shows 121\u003c\/p\u003e \u003cp\u003eTrade marketing stands 125\u003c\/p\u003e \u003cp\u003eEvents 130\u003c\/p\u003e \u003cp\u003eWebsites 130\u003c\/p\u003e \u003cp\u003eE-mail and social media 131\u003c\/p\u003e \u003cp\u003eSupporting the trade 131\u003c\/p\u003e \u003cp\u003eSummary 131\u003c\/p\u003e \u003cp\u003eActivities 132\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 International Fashion Marke ting Communications 133\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 134\u003c\/p\u003e \u003cp\u003eThe international consumer 134\u003c\/p\u003e \u003cp\u003eOperating outside the domestic market 134\u003c\/p\u003e \u003cp\u003eEmerging markets 137\u003c\/p\u003e \u003cp\u003eDeveloping versus developed markets 138\u003c\/p\u003e \u003cp\u003eInternational regulatory frameworks 140\u003c\/p\u003e \u003cp\u003eStandardisation and adaptation in international fashion marketing communications 141\u003c\/p\u003e \u003cp\u003eGeneral considerations for international marketing 143\u003c\/p\u003e \u003cp\u003eSummary 145\u003c\/p\u003e \u003cp\u003eReferences 146\u003c\/p\u003e \u003cp\u003eActivities 146\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Regulatory Frameworks 150\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 151\u003c\/p\u003e \u003cp\u003eThe role and remit of self-regulation 152\u003c\/p\u003e \u003cp\u003eHot topics in the fashion industry 152\u003c\/p\u003e \u003cp\u003eThe process and progress of a complaint 154\u003c\/p\u003e \u003cp\u003eCommunicating the results of adjudications 155\u003c\/p\u003e \u003cp\u003eInternational considerations 156\u003c\/p\u003e \u003cp\u003eWhere the problems seem to lie 156\u003c\/p\u003e \u003cp\u003eSummary 157\u003c\/p\u003e \u003cp\u003eReferences 157\u003c\/p\u003e \u003cp\u003eActivities 157\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 Assessing the Effectiveness of Fashion Marketing Communications 158\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 159\u003c\/p\u003e \u003cp\u003eModels of advertising 160\u003c\/p\u003e \u003cp\u003eMeasuring effectiveness against campaign objectives 161\u003c\/p\u003e \u003cp\u003eAssessing the effectiveness of traditional media 162\u003c\/p\u003e \u003cp\u003eQualitative research 165\u003c\/p\u003e \u003cp\u003eOther methods of determining effectiveness 168\u003c\/p\u003e \u003cp\u003eCosts of research 172\u003c\/p\u003e \u003cp\u003eSummary 175\u003c\/p\u003e \u003cp\u003eReferences 175\u003c\/p\u003e \u003cp\u003eActivities 175\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12 Future Directions in Fashion Marketing Communications 181\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 182\u003c\/p\u003e \u003cp\u003eThe changing landscape of media communications 182\u003c\/p\u003e \u003cp\u003eTechnological advances 182\u003c\/p\u003e \u003cp\u003eRich media and infotainment 183\u003c\/p\u003e \u003cp\u003eBlogs 184\u003c\/p\u003e \u003cp\u003eCareer opportunities 185\u003c\/p\u003e \u003cp\u003eWork experience 186\u003c\/p\u003e \u003cp\u003eTop tips 191\u003c\/p\u003e \u003cp\u003eThe interview process 192\u003c\/p\u003e \u003cp\u003eReferences 193\u003c\/p\u003e \u003cp\u003eActivities 193\u003c\/p\u003e \u003cp\u003eIndex 195\u003c\/p\u003e  \u003cp\u003e\"... it's a highly recommended read if you too want to work in fashion or even if you don't it gives great insight into the fashion through business eyes.\" (Urbanoblog.com, March 2013)  \u003cb\u003eGaynor Lea-Greenwood, MA, BA\u003c\/b\u003e, 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 \u003ci\u003eJournal of Fashion Marketing and Management\u003c\/i\u003e.  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.\u003cbr\u003e \u003cbr\u003e 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.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989198520549,"sku":"NP9781405150606","price":48.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781405150606.jpg?v=1761783175","url":"https:\/\/k12savings.com\/products\/fashion-marketing-communications-isbn-9781405150606","provider":"K12savings","version":"1.0","type":"link"}