What's in the book
Fashion lives and dies by stories. Aiming to ‘tell the stories of fashion’, Fashion Promotion in Practice both instructs and inspires through an entertaining look at contemporary promotional practice within the fashion industry, showing you how you can apply this to your own future brands and campaigns.
Offering crucial insights into the how and why of promotional practice, Fashion Promotion in Practice explores the key issues and main areas of fashion promotion, including fashion film, the democratization of the catwalk, strategic brand collaborations, fashion magazines, celebrity endorsement, curating the fashion space, advertising, public relations, and campaign planning and evaluation. Each chapter also explores the key technologies, events and activities, which have shaped each practice.
Beautifully illustrated, this go-to guide for fashion promotion contains exercises, case studies and interviews with major industry professionals, including Oliviero Toscani, Adam Drawas, Rebecca Grant, Kathryn Ferguson, Georgia Hardinge and Josie Roscopp, Diane Pernet, Andrea Leonardi and Katie Baron, making it a must-read for all those involved in the fashion industry.
Table of Contents
Chapter 1 - Campaign Planning: Making it Happen; Introduction; Putting the P’s into Practice; Planning for Promotion; Case study - The Power of Not Planning: Non-Celebrities go Viral; Interview - Rebecca Grant, Cohn and Wolfe: Planning Fashion Promotion for Non-Fashion Brands; Interview - Cotton Incorporated: Planning to Promote; Chapter Review
Chapter 2 - Advertising and Public Relations: From Verbal to Viral; Introduction; The Development of; Integrated Fashion Advertising and PR; Interview - Oliviero Toscani: Fashion Advertising’s Original Bad Boy; Case Study - Calvin Klein: ‘Show Yours. #My Calvin’s’ Campaign; Types of Fashion PR Activity; Advertising and Media Types; Paid, Owned, Earned and Social Media; How to Write a Press Release; Going Native: The Future of Fashion Advertising and PR; Interview: Adam Drawas on the New Face of Fashion PR; Chapter Review
Chapter 3 - The Celebrity Role: From Royalty to the Rap Game; Introduction; The Origins of Celebrity in Fashion; Why Use Celebrities?; Does Celebrity Promotion Work?; Choosing and Using Your Celebrity; Industry Perspective - The Future of Celebrity in Fashion Promotion; Industry Perspective -; Working With Celebrities; Celebrities Behaving Badly; Chapter Review
Chapter 4 - Collaborations: ‘X’ Marks the Spot; Introduction; Why Collaborate?; Categorizing Fashion Collaborations; Promoting Collaborations; Industry Perspective: Collaborating with Bloggers; Charities Collaborating with Fashion: Environmental Justice Foundation ‘Just For’ Environmental T-Shirt Collaboration; Chapter Review
Chapter 5 - The Fashion Show: From Couturier to Catwalk; Introduction; The Fashion Week; The Changing Shape of the Catwalk; The Production On and Off the Catwalk; Catwalk as a Promotional Vehicle: The Communication; The End of the Clique; The Future of the Catwalk; Interview - Fiona Farnsworth, The Catwalk PR; Chapter Review
Chapter 6 - Fashion Film: From Hollywood to Hoxton; Introduction ; The Contemporary Fashion Film
Creative Film and Narrative; Industry Perspective - Kathryn Ferguson: A Fashion Filmmaker’s Perspective; Fashion Film as a Promotional Vehicle; Interview - Diane Pernet, The Future of Fashion Film: Industry Perspective; Interview - Georgia Hardinge and Josie Roscopp; Interview: Diane Pernet: International Film Festivals; Chapter Review
Chapter 7 - Events from Private Parties to Public Performances; Introduction; Events and their Audiences; Public Events; Q&A: Andrea Leonardi, Event Producer, Without Production; Experiential Events; Interview: Katie Baron; Chapter Review
Chapter 8 - Visual Merchandising: From Store to Screen; Introduction; Visual Merchandising in History
Department Stores; Window Displays: Attracting Attention; The Boutique and Edit; Does Visual Merchandising Work? The Future of Visual Merchandising; Interview: JoAnn Tan: On Curating the Fashion Space; Chapter Review
Chapter 9 - The Fashion Magazine: From Print to Pixel; Introduction; Magazines as Promotional Tools; Going Online; Types of Online Sources; A Question of Trust; Going Digital; The Future of the Magazine; Interview: Sébastien Rouchon - On Digital Publishing; Chapter Review
About The Authors
Jon Cope is a Senior Lecturer in Public Relations at Westminster University, London, UK
Dennis Maloney is Course Leader in Fashion Journalism at University for the Creative Arts, UK
- Fairchild Books
- 200 colour illus