2nd Edition
Fashion Marketing and Communications Theory and Practice Across the Fashion Industry
Fashion Marketing and Communications draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies. It provides a comprehensive and honest understanding of the commercial and ethical impact marketing has on the fashion industry.
Offering a combination of marketing theory and practice, the book covers subjects including historical advertising and PR, modern consumerism, traditional and contemporary marketing techniques, international and inclusive marketing, outlining the opportunities and challenges facing the future of fashion marketers. This new edition has been fully revised to incorporate new chapters on sustainability marketing, digital marketing and future-facing trends within fashion marketing. Case studies and interviews with practitioners have been refreshed and broadened to include a diverse range of countries and perspectives from around the world. It also features updated and new theory frameworks, adding new and actionable frameworks to the discipline, whilst embedded activity sheets invite the reader to apply the frameworks.
Examining the last 100 years of fashion marketing and communications and current theory and practice, this broad-ranging text is perfect for advanced undergraduate and postgraduate students of Fashion Marketing, Brand Management and Communications. PowerPoint slides and exercise questions are available to support the book.
1. Fashion marketing from a historical perspective: early days of advertising and consumerism 2. Fashion promotion and public relations 3. The Marketing Mix and communications tools 4. The Advertising Agency 5. Influencers, opinion-leaders and KOLs: who is leading your opinion? 6. Digital Marketing 7. Target market and segmentation 8. Target marketing and the international consumer: coding and decoding brand messages 9. Brand communication at the point- of- sale: sensory branding 10. A critical look at advertising: brands selling hopes, dreams and objectification 11. Sustainability and Marketing 12. Trend Forecasting and Innovation. Bibliography and further reading. Index
Biography
Olga Mitterfellner, SFHEA is Senior Lecturer in Fashion Business Management at the University of Westminster, UK.
"The fashion industry is the quintessential example of an industry whose marketing has profoundly shaped and manipulated consumer tastes and, indeed, society. In an update and revision of her important book on marketing in the fashion industry, Olga Mitterfellner, a London-based fashion professional and teacher, reviews marketing and communication strategies and methods used in fashion in a refreshing and interesting way."
—Geoffrey T. Fong, OC, PhD, FRSC, FCAHS, University Professor of Psychology, University of Waterloo, Waterloo, Ontario, Canada
"This book shows that to be a fashion lover and maintain an activist's heart are not mutually exclusive. The globally-minded concept speaks to an all-too-rare approach to fashion education for the student or professional. It has become commonplace to relate social responsibility to sustainability in the supply chain, but ethics plays a crucial role throughout the entire fashion industry. Olga's chapters blend history and modern practices in marketing to create a better understanding and support progressive change."
—Monika Sklar, Associate Professor and Director/Curator of the Historic Clothing and Textiles Collection, UGA, USA
"This impressive book has a refreshing look at the fundamentals of theory and practice coupled with the past and present developments of Fashion Marketing. Students and practitioners will learn, explore, and re-evaluate the industry as Olga Mitterfellner has expertly added a much-needed dialog on ethics in marketing, prompting us to think and work responsibly."
—Ilan Alon (Professor), Dean of the School of Economics, The College of Management Academic Studies, Rishon LeZion, Israel
