Fashion Promotion : Building a Brand Through Marketing and Communication

Fashion Promotion is an inspiring and practical guide to promoting a brand. It addresses the new ways in which brands engage with customers, through the latest digital channels as well as traditional methods. Topics covered include developing a brand from an original idea, the impact of blogging and street style sites, digital fashion, online and offline marketing techniques, creating the vision behind a brand, and public relations.

From marketing, PR and collaboration to creating brand visuals, Fashion Promotion guides readers through the ways in which any brand - large or small - can embrace the opportunities brought about by developments in digital communication, in order to engage with consumers in new and exciting ways.

The new edition covers the impact of mobile on fashion retail transactions and marketing, the role for virtual and augmented reality and the increasing importance of sustainable production and distribution.

“This a refreshing update, a wealth of diverse information that is applicable to any Fashion student, on any career level, to take in and move forward in the Fashion Industry. These concepts are well recognized with relevant industry insiders.” —Carmen Carter, El Centro College, USA

“This book is a comprehensive, though easy-to-read, and up-to-date source on fashion promotion. Covering both creative and managerial aspects and containing case studies, interviews, and exercises; this visually rich book is an excellent read for students and recent graduates of undergraduate fashion programmes.” —Nazli Alimen, Birmingham City University, UK