Fashion Marketing Communications [Paperback]

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.

Acknowledgments xi

Chapter 1 Introduction 1

Description of the book 2

Structure of the book 3

Chapter 2 Marketing Strategy 7

Introduction 8

Promotional strategy 8

Where are we now? 10

Where do we want to be? 10

How do we get there? 12

Models of advertising 13

Examples of promotional campaigns 13

Summary 15

References 16

Activities 16

Chapter 3 Tools and Media Channels 17

Introduction 18

Advertising 18

Public relations 26

Direct marketing 28

Personal selling 29

The retail environment 31

Summary 33

References 33

Activities 33

Chapter 4 The Power of Magazines 35

Introduction 36

A repertoire of magazines 36

The magazine–reader relationship – my magazine is my mate? 41

Teenage magazines 45

Advertising costs, circulation and context 45

MonthlS4