Communicating Fashion Brands

Communicating Fashion Brands

Author: Emily Huggard

Publisher: Routledge

Published: 2020-02-19

Total Pages: 194

ISBN-13: 0429875584

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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 utilise social, consumer and cultural theory, and frameworks rooted in psychology, sociology and economics, as mechanisms to analyse 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, Warby Parker 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.


Book Synopsis Communicating Fashion Brands by : Emily Huggard

Download or read book Communicating Fashion Brands written by Emily Huggard and published by Routledge. This book was released on 2020-02-19 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 utilise social, consumer and cultural theory, and frameworks rooted in psychology, sociology and economics, as mechanisms to analyse 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, Warby Parker 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.

Communicating Fashion Brands

Communicating Fashion Brands

Author: Emily Huggard

Publisher:

Published: 2020

Total Pages: 0

ISBN-13: 9781138613553

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An introduction to fashion brand communication / Emily Huggard -- The fashion industry context / Emily Huggard -- The role of the fashion communicator as a cultural intermediary / Emily Huggard -- Motivation and the fashion consumer? / Jon Cope -- Communicating brand identity, creating fashionable identities / Rachel Lifter -- Co-creating fashion spaces / Anja Overdiek -- Co-creative storytelling / Patrick Lonergan -- Strategy : building a brand community / Jon Cope -- Strategy : the symbolic value of fashion brand collaboration / Jason Kass -- Conclusion and future directions : how fashion brand communication shapes culture / Emily Huggard and Jon Cope.


Book Synopsis Communicating Fashion Brands by : Emily Huggard

Download or read book Communicating Fashion Brands written by Emily Huggard and published by . This book was released on 2020 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: An introduction to fashion brand communication / Emily Huggard -- The fashion industry context / Emily Huggard -- The role of the fashion communicator as a cultural intermediary / Emily Huggard -- Motivation and the fashion consumer? / Jon Cope -- Communicating brand identity, creating fashionable identities / Rachel Lifter -- Co-creating fashion spaces / Anja Overdiek -- Co-creative storytelling / Patrick Lonergan -- Strategy : building a brand community / Jon Cope -- Strategy : the symbolic value of fashion brand collaboration / Jason Kass -- Conclusion and future directions : how fashion brand communication shapes culture / Emily Huggard and Jon Cope.

Communicating Fashion

Communicating Fashion

Author: Myles Ethan Lascity

Publisher: Bloomsbury Publishing

Published: 2021-03-25

Total Pages: 226

ISBN-13: 1350112259

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Winner of the John G. Cawelti Award for Best Textbook / Primer How did you decide what to wear today? Did you base your selection on comfort or style? Did you want to blend in or stand out - or was it just the cleanest outfit available? We each make these decisions every day, reflecting how we view ourselves and impacting how others see us. Our choices matter - not just to us personally, but also to the magazine editors, brand ambassadors and trend forecasters who make a living by selling to us. Communicating Fashion introduces key concepts from the intersecting worlds of fashion and communication studies to connect how we all use clothing to express ourselves and how media systems support that process. In doing so, Myles Ethan Lascity explores social, cultural and ethical issues through the work of fashion journalism, brand promotions and the growing role of online influencers as well as the impact of film, television and art on self-image and expression. Key topics: - Advertising, Branding and Fashion Retail - Clothing, Art and Cultural Significance - Clothing as Group and Cultural Norms - Clothing, Identity and Interpersonal Communication - Fashion News and Tastemaking - Fashion, Social Media and Influencers - Meaning within the Fashion System - On-screen Clothing


Book Synopsis Communicating Fashion by : Myles Ethan Lascity

Download or read book Communicating Fashion written by Myles Ethan Lascity and published by Bloomsbury Publishing. This book was released on 2021-03-25 with total page 226 pages. Available in PDF, EPUB and Kindle. Book excerpt: Winner of the John G. Cawelti Award for Best Textbook / Primer How did you decide what to wear today? Did you base your selection on comfort or style? Did you want to blend in or stand out - or was it just the cleanest outfit available? We each make these decisions every day, reflecting how we view ourselves and impacting how others see us. Our choices matter - not just to us personally, but also to the magazine editors, brand ambassadors and trend forecasters who make a living by selling to us. Communicating Fashion introduces key concepts from the intersecting worlds of fashion and communication studies to connect how we all use clothing to express ourselves and how media systems support that process. In doing so, Myles Ethan Lascity explores social, cultural and ethical issues through the work of fashion journalism, brand promotions and the growing role of online influencers as well as the impact of film, television and art on self-image and expression. Key topics: - Advertising, Branding and Fashion Retail - Clothing, Art and Cultural Significance - Clothing as Group and Cultural Norms - Clothing, Identity and Interpersonal Communication - Fashion News and Tastemaking - Fashion, Social Media and Influencers - Meaning within the Fashion System - On-screen Clothing

Communicating Fashion Brands

Communicating Fashion Brands

Author: Lin Shijian

Publisher: Guangzhou Sendpoints Books Company Limited

Published: 2012

Total Pages: 303

ISBN-13: 9789881562586

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COMMUNICATING FASHION BRANDS is the finest compendium of fashion branding, interior design and packaging to date. The brand names featured include both well-known, respected clothing and accessory lines worldwide and sophisticated up and coming labels. All of the individual roles that contribute to the launch of a successful fashion brand are acknowledged in this title. Many of the store layouts within also include original architectural sketches, showing how each spatial design was brought from concept to completion.


Book Synopsis Communicating Fashion Brands by : Lin Shijian

Download or read book Communicating Fashion Brands written by Lin Shijian and published by Guangzhou Sendpoints Books Company Limited. This book was released on 2012 with total page 303 pages. Available in PDF, EPUB and Kindle. Book excerpt: COMMUNICATING FASHION BRANDS is the finest compendium of fashion branding, interior design and packaging to date. The brand names featured include both well-known, respected clothing and accessory lines worldwide and sophisticated up and coming labels. All of the individual roles that contribute to the launch of a successful fashion brand are acknowledged in this title. Many of the store layouts within also include original architectural sketches, showing how each spatial design was brought from concept to completion.

Fashion Branding and Communication

Fashion Branding and Communication

Author: Byoungho Jin

Publisher: Springer

Published: 2017-04-26

Total Pages: 188

ISBN-13: 1137523433

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This second volume in the Palgrave Studies in Practice: Global Fashion Management series focuses on core strategies of branding and communication of European luxury and premium brands. Brand is a critical asset many firms strive to establish, maintain, and grow. It is more so for fashion companies when consumers purchase styles, dreams and symbolic images through a brand. The volume starts with an introductory chapter that epitomizes the essence of fashion brand management with a particular emphasis on emerging branding practices, challenges and trends in the fashion industry. The subsequent five cases demonstrate how a family workshop from a small town can grow into a global luxury or premium brand within a relatively short amount of time. Scholars and practitioners in fashion, retail, branding, and international business will learn how companies can establish a strong brand identity through innovative strategies and management.


Book Synopsis Fashion Branding and Communication by : Byoungho Jin

Download or read book Fashion Branding and Communication written by Byoungho Jin and published by Springer. This book was released on 2017-04-26 with total page 188 pages. Available in PDF, EPUB and Kindle. Book excerpt: This second volume in the Palgrave Studies in Practice: Global Fashion Management series focuses on core strategies of branding and communication of European luxury and premium brands. Brand is a critical asset many firms strive to establish, maintain, and grow. It is more so for fashion companies when consumers purchase styles, dreams and symbolic images through a brand. The volume starts with an introductory chapter that epitomizes the essence of fashion brand management with a particular emphasis on emerging branding practices, challenges and trends in the fashion industry. The subsequent five cases demonstrate how a family workshop from a small town can grow into a global luxury or premium brand within a relatively short amount of time. Scholars and practitioners in fashion, retail, branding, and international business will learn how companies can establish a strong brand identity through innovative strategies and management.

Communicating Fashion

Communicating Fashion

Author: Myles Ethan Lascity

Publisher: Bloomsbury Publishing

Published: 2021-03-25

Total Pages: 288

ISBN-13: 1350112267

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How did you decide what to wear today? Did you base your selection on comfort or style? Did you want to blend in or stand out - or was it just the cleanest outfit available? We each make these decisions every day, reflecting how we view ourselves and impacting how others see us. Our choices matter - not just to us personally, but also to the magazine editors, brand ambassadors and trend forecasters who make a living by selling to us. Communicating Fashion introduces key concepts from the intersecting worlds of fashion and communication studies to connect how we all use clothing to express ourselves and how media systems support that process. In doing so, Myles Ethan Lascity explores social, cultural and ethical issues through the work of fashion journalism, brand promotions and the growing role of online influencers as well as the impact of film, television and art on self-image and expression. Key topics: - Advertising, Branding and Fashion Retail - Clothing, Art and Cultural Significance - Clothing as Group and Cultural Norms - Clothing, Identity and Interpersonal Communication - Fashion News and Tastemaking - Fashion, Social Media and Influencers - Meaning within the Fashion System - On-screen Clothing


Book Synopsis Communicating Fashion by : Myles Ethan Lascity

Download or read book Communicating Fashion written by Myles Ethan Lascity and published by Bloomsbury Publishing. This book was released on 2021-03-25 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: How did you decide what to wear today? Did you base your selection on comfort or style? Did you want to blend in or stand out - or was it just the cleanest outfit available? We each make these decisions every day, reflecting how we view ourselves and impacting how others see us. Our choices matter - not just to us personally, but also to the magazine editors, brand ambassadors and trend forecasters who make a living by selling to us. Communicating Fashion introduces key concepts from the intersecting worlds of fashion and communication studies to connect how we all use clothing to express ourselves and how media systems support that process. In doing so, Myles Ethan Lascity explores social, cultural and ethical issues through the work of fashion journalism, brand promotions and the growing role of online influencers as well as the impact of film, television and art on self-image and expression. Key topics: - Advertising, Branding and Fashion Retail - Clothing, Art and Cultural Significance - Clothing as Group and Cultural Norms - Clothing, Identity and Interpersonal Communication - Fashion News and Tastemaking - Fashion, Social Media and Influencers - Meaning within the Fashion System - On-screen Clothing

Fashion Marketing and Communication

Fashion Marketing and Communication

Author: Olga Mitterfellner

Publisher: Routledge

Published: 2019-11-14

Total Pages: 273

ISBN-13: 042983716X

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Some of the usual obstacles to modern teachings of marketing are ethnocentricity, the limitation of creative thought by conformity to existing theories, lack of questioning of ethics, and a disconnection from historic events or sociological discourse. This book, in contrast, draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies as tools for understanding the way in which fashion works today, and re-evaluates what makes certain fashion marketing tactics fashionable. Offering a combination of theory and practice, Fashion Marketing and Communication is full of international case studies, practice-based examples and interviews with scholars and practitioners in the fashion and communications industry. Covering subjects including the history of consumerism, fashion marketing, the creative direction of the fashion brand and the use of bloggers and celebrities as marketing tools, this book delineates the opportunities and challenges facing the future of fashion media in the twenty-first century. Examining the last 100 years of marketing and communications, current theory and practice, as well as questions on the ethics of the fashion industry, this broad-ranging and critical text is perfect for undergraduate and postgraduate students of fashion marketing, branding and communication.


Book Synopsis Fashion Marketing and Communication by : Olga Mitterfellner

Download or read book Fashion Marketing and Communication written by Olga Mitterfellner and published by Routledge. This book was released on 2019-11-14 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: Some of the usual obstacles to modern teachings of marketing are ethnocentricity, the limitation of creative thought by conformity to existing theories, lack of questioning of ethics, and a disconnection from historic events or sociological discourse. This book, in contrast, draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies as tools for understanding the way in which fashion works today, and re-evaluates what makes certain fashion marketing tactics fashionable. Offering a combination of theory and practice, Fashion Marketing and Communication is full of international case studies, practice-based examples and interviews with scholars and practitioners in the fashion and communications industry. Covering subjects including the history of consumerism, fashion marketing, the creative direction of the fashion brand and the use of bloggers and celebrities as marketing tools, this book delineates the opportunities and challenges facing the future of fashion media in the twenty-first century. Examining the last 100 years of marketing and communications, current theory and practice, as well as questions on the ethics of the fashion industry, this broad-ranging and critical text is perfect for undergraduate and postgraduate students of fashion marketing, branding and communication.

Fashion Brands

Fashion Brands

Author: Mark Tungate

Publisher: Kogan Page Publishers

Published: 2005

Total Pages: 284

ISBN-13: 9780749442996

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Analyzes fashion from a marketing perspective including brands, logos, advertising and psychology.


Book Synopsis Fashion Brands by : Mark Tungate

Download or read book Fashion Brands written by Mark Tungate and published by Kogan Page Publishers. This book was released on 2005 with total page 284 pages. Available in PDF, EPUB and Kindle. Book excerpt: Analyzes fashion from a marketing perspective including brands, logos, advertising and psychology.

Basics Fashion Management 02: Fashion Promotion

Basics Fashion Management 02: Fashion Promotion

Author: Gwyneth Moore

Publisher: A&C Black

Published: 2012-11-01

Total Pages: 186

ISBN-13: 2940411875

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Fashion Promotion fully examines what's required for a 21st century fashion brand to make its mark and stay visible in a shifting consumer landscape.


Book Synopsis Basics Fashion Management 02: Fashion Promotion by : Gwyneth Moore

Download or read book Basics Fashion Management 02: Fashion Promotion written by Gwyneth Moore and published by A&C Black. This book was released on 2012-11-01 with total page 186 pages. Available in PDF, EPUB and Kindle. Book excerpt: Fashion Promotion fully examines what's required for a 21st century fashion brand to make its mark and stay visible in a shifting consumer landscape.

Fashion as Communication

Fashion as Communication

Author: Malcolm Barnard

Publisher: Routledge

Published: 2013-10-18

Total Pages: 224

ISBN-13: 1136412972

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What kinds of things do fashion and clothing say about us? What does it mean to wear Gap or Gaultier, Milletts or Moschino? Are there any real differences between Hip-Hop style and Punk anti-styles? In this fully revised and updated edition, Malcolm Barnard introduces fashion and clothing as ways of communicating and challenging class, gender, sexual and social identities. Drawing on a range of theoretical approaches from Barthes and Baudrillard to Marxist, psychoanalytic and feminist theory, Barnard addresses the ambivalent status of fashion in contemporary culture.


Book Synopsis Fashion as Communication by : Malcolm Barnard

Download or read book Fashion as Communication written by Malcolm Barnard and published by Routledge. This book was released on 2013-10-18 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: What kinds of things do fashion and clothing say about us? What does it mean to wear Gap or Gaultier, Milletts or Moschino? Are there any real differences between Hip-Hop style and Punk anti-styles? In this fully revised and updated edition, Malcolm Barnard introduces fashion and clothing as ways of communicating and challenging class, gender, sexual and social identities. Drawing on a range of theoretical approaches from Barthes and Baudrillard to Marxist, psychoanalytic and feminist theory, Barnard addresses the ambivalent status of fashion in contemporary culture.