Fashion promotion : building a brand through marketing and communication /: building a brand through marketing and communication. (©2012)

• Record Type: Book
• Other Titles: Building a brand through marketing and communication; Basics fashion management 02 fashion promotion
• Further Information: Note: Gwyneth Moore.
• Other Names: Moore, Gwyneth
• Contents: Chapter 1: Industry and ContextBrand buildingThe shifting communications landscapeGlobal market changesThe new fashion consumerCase study: Hall OharaInterview: José NevesExercise: Global fashionChapter 2: MarketingResearch and trendsBrand concept developmentMulti-channel marketingCase study: Mary Kay pop-up storeInterview: Julia KasperExercise: Creating a brand conceptChapter 3: Media and PRFashion PRBuilding media relationsCreating content for distributionCase study: Fashion Press WeekInterview: Rebecca GrayExercise: Creating brand contentChapter 4: Creating the VisionPhotography and stylingIllustration and graphicsVideoWeb design visualsCase study: Poppy RobertsInterview: Jayne PiersonExercise: Creating an illustrationChapter 5: Digital FashionA changing industryUsing social media to reach customersCitizen journalism and bloggingThe futureCase study: What Katie WoreInterview: Harriet WilliamsExercise: Fashion blog analysisChapter 6: Collaboration and ConnectionWorking with other industriesCelebrity endorsementCase study: DONT WALKInterview: Emma GriffithsExercise: Corporate conscience.
• Publisher Details: Lausanne, Switzerland : AVA Academia Distributed in the USA & Canada by Ingram Publisher Services La Vergne, TN
• Publication Date: 2012
• Copyright Date: 2012
• Extent: 1 online resource (176 pages), illustrations
• Subjects: 687.068/8; Fashion merchandising; Internet marketing; Public relations; Fashion merchandising; Internet marketing; Public relations; Electronic books
• Languages: English
• ISBNs: 9782940447473; 2940447470; 1283936615; 9781283936613
• Related ISBNs: 9782940411870
• Notes: Note: Includes bibliographical references and index.; Note: Print version record.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.