Communicating Fashion Brands: Theoretical and Practical Perspectives, 1st Edition (Hardback) book cover

Communicating Fashion Brands

Theoretical and Practical Perspectives, 1st Edition

By Emily Huggard, Jon Cope


184 pages | 55 B/W Illus.

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Paperback: 9781138613560
pub: 2020-03-12
Available for pre-order. Item will ship after 12th March 2020
Hardback: 9781138613553
pub: 2020-03-12
Available for pre-order. Item will ship after 12th March 2020

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This book demonstrates how fashion brands communicate, why the practice is significant within wider society and how it can be perceived as culturally meaningful.

Enabling readers to connect the tools and techniques of communication with their theoretical underpinnings and historical antecedents, the book shows how these methods can be applied in practice. The authors utilize social, consumer and cultural theory, and frameworks rooted in psychology, sociology and economics, as mechanisms to analyze and deconstruct current communication strategies used by fashion brands. The book presents insights and strategies for communicating authentic values, conveying a clearly defined aesthetic and visual language and generating shareable content that resonates with audiences. With insights into strategies used by brands including Burberry, Gucci, Dior, COS, Rapha and Maryam Nassir Zadeh, each chapter outlines ways of maintaining relevant and consistent brand narratives in the 21st century. From how to sustain a dialogue with a brand’s community, to the use of brand collaboration, co-creative storytelling and fashion spaces, the book aims to develop reflective communication practitioners who have a deep understanding of the cultural landscape; brand strategy and industry innovation.

Written for scholars and practitioners, this book is a valuable blend of theory and practice across the fields of fashion, communication and branding.

Table of Contents

Chapter 1: An Introduction to Fashion Brand Communication

Chapter 2: The Fashion Industry Context

Chapter 3: The role of the fashion communicator as a cultural intermediary

Chapter 4: Motivation and the fashion consumer?

Chapter 5: Communicating Brand Identity, Creating Fashionable Identities

Chapter 6: Co-creating Fashion Spaces

Chapter 7: Co-Creative Storytelling

Chapter 8: Strategy: Building a Brand Community

Chapter 9: Strategy: The Symbolic Value of Fashion Brand Collaboration

Conclusion and future directions: How Fashion Brand Communication Shapes Culture

About the Authors

Emily Huggard is assistant professor of fashion communication at Parsons School of Design in New York. Her research explores how brands create a space of proximity for the consumer using physical, digital and social realms, and the use of installation art as a brand experience tool in the epoch of post-consumerism and post-digital.

Jon Cope leads the MA in Public Relations at Westminster University, London. His current research focuses on the use of visual materials in promotional communication. Jon co-authored and photographed the book Fashion Promotion in Practice, published by Bloomsbury in 2016. He holds an MA in Critical Global Politics from Exeter University.

Subject Categories

BISAC Subject Codes/Headings:
SOCIAL SCIENCE / Media Studies