Promoting Fashion

The marketing, promotion, and communication of fashion is entering an extremely dynamic, fast moving, and challenging phase. This book will put the consumer at the heart of the process, looking at how to develop a brand with which they can form an immediate connection and how to select, use, and combine the tools available to communicate the brand message. Advertising campaigns, both traditional offline and online, are discussed together with the existing and new methods of PR and promotion. Individual chapters then look at social media, e-commerce and online fashion retail, personal selling and offline fashion retail, direct marketing, fashion shows, and sales promotions. The final chapter looks at how to cost and assess the effectiveness of each method of promotion and communication.

Illustrated throughout with campaigns in all forms of media, the book also includes case studies and interviews with leading professionals.

Caline Anouti is course leader and senior lecturer at the University of Westminster and senior lecturer at Istituto Marangoni teaching fashion marketing and promotion.

Barbara Graham is a lecturer specializing in fashion branding and communications and business enterprise. She has taught at London Metropolitan University, Liverpool John Moores and the University of the Creative Arts.