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Offering crucial insights into the how and why of promotional practice, this guide explores the key issues and main areas of fashion promotion, including fashion film, the democratisation of the catwalk, strategic brand collaborations, fashion magazines, celebrity endorsement, curating the fashion space, advertising, public relations and campaign planning and evaluation. It also explores the key technologies, events and activities that have shaped each practice, and includes exercises, case studies and interviews with major industry professionals.
Offering crucial insights into the how and why of promotional practice, this guide explores the key issues and main areas of fashion promotion, including fashio
Fashion lives and dies by stories. Aiming to 'tell the stories of fashion', Fashion Promotion in Practice both instructs and inspires through an entertaining lo
Some of the usual obstacles to modern teachings of marketing are ethnocentricity, the limitation of creative thought by conformity to existing theories, lack of
‘Clothing that is not purchased or worn is not fashion’ (to paraphrase Armani) Knowledge of marketing is essential to help ensure success and reduce the ris
Marketing and branding inform many of the strategic and creative decisions involved in fashion design and product development. Marketing is a vital component of
