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Portfolio Building, Branding, and Networking

Shannon Burns-Tran and Jenny B. Davis

Source: Style Wise. A Practical Guide to Becoming a Fashion Stylist, 2nd Edition, 2018, Fairchild Books Library

Book chapter + STUDIO

In this chapter you will learn:

Marketing compliance for the fashion industry

Deanna Clark-Esposito

Source: A Practical Guide to Fashion Law and Compliance, 2018, Fairchild Books Library

Book chapter

The US Federal Trade CommissionFederal Trade Commission (FTC) governs the prevention of unfair or deceptive acts or practices, which includes print and online advertising, marketing, and sales messaging. Setting both the guidelines and parameters for determining when a marketing claim would be considered deceptive, the FTC also has enforcement powers to penalize those marketers and advertisers whose content it concludes is deceptive to the average consumer.

Market and sales research for forecasting

Chelsea Rousso and Nancy Kaplan Ostroff

Source: Fashion Forward. A Guide to Fashion Forecasting, 2nd Edition, 2018, Fairchild Books Library

Book chapter + STUDIO

market research firmsinformation sourcesmarket research firmsMany independent market research firms that focus on the fashion and apparel industries conduct studies and provide information that can benefit forecasters. From reports detailing product and market trends to marketing strategies, research firms analyze and project marketing opportunities. They aim to explain what is being purchased as well as where, when, why, and how consumers are buying. They monitor retail through audits and track

Retailing in Multinational Markets

Brenda Sternquist and Elizabeth B. Goldsmith

Source: International Retailing, 3rd Edition, 2018, Fairchild Books Library

Book chapter + STUDIO

After studying this chapter, you should be able to:

Careers in Fashion

Elaine Stone and Sheryl A. Farnan

Source: The Dynamics of Fashion, 5th Edition, 2018, Fairchild Books Library

Book chapter + STUDIO

Quick response (QR) code,Magazines,Godey's Lady's Book (magazine),Auxiliary services, in fashion industry,offered by the media,Advertising and publicity,radio,Successful brands require effective communication. Utilizing media outlets such as print, television, Radio, advertising on,radio, social Broadcast media,Televisionmedia, and the Internet, promotions on,Websitesinternet is crucial to developing and delivering the brand message to the consumer. Media outlets offer three broad categories of s

Marketing Communications

Fiona Armstrong-Gibbs and Tamsin McLaren

Source: Marketing Fashion Footwear. The Business of Shoes, 2017, Fairchild Books Library

Book chapter

Establishing and maintaining a fashion footwear business, brand, or service requires consideration of various marketing activities and how to blend them together. Although awareness of the customer, the product, pricing, and where the product is sold is essential, it is also important to know how to communicate and promote the brand.

Introduction to the Digital Landscape

Wendy K. Bendoni

Source: Social Media For Fashion Marketing. Storytelling in a Digital World, 2017, Fairchild Books Library

Book chapter

The evolution of the Internet over the past two decades has paved the way for social media networks to capitalize on today’s hyper-connected world. Social media is all about capturing and sharing the in-the-moment updates, and delivering the message of “real time” (live stories). Digital innovation continues to influence the expectations of marketers, managers, and consumers alike. In the previous chapter, we explored how the digital landscape disrupted the traditional fashion industry and forged

The Rise of the Hyperconnected Consumer

Wendy K. Bendoni

Source: Social Media For Fashion Marketing. Storytelling in a Digital World, 2017, Fairchild Books Library

Book chapter

With over three billion Internet users and two billion social media users, it is no wonder that there is a shift in the behavior of consumers with the connected world around them (Kemp, 2015). Consumers continue to embrace these connections at accelerated rates through the adoption of mobile applications, social media communities, and the Internet itself. In this chapter, we will investigate these new connected consumers to see how they have adopted digital/social networks as part of their everyd

Strategic Marketing in the Digital Age

Wendy K. Bendoni

Source: Social Media For Fashion Marketing. Storytelling in a Digital World, 2017, Fairchild Books Library

Book chapter

In this chapter, we will take a closer look at social media marketing’s role in integrated marketing communication strategies, social influence marketing, and affiliate alliances. Through interviews with digital and marketing industry leaders, we will learn the steps involved in the planning stages of a digital strategy and the growth of influencer power. We will also evaluate how brands and retailers approach strategy development, execution, and assessment of their marketing efforts across multi

Fashion marketing and digital technologies

Clare Harris

Source: The Fundamentals of Digital Fashion Marketing, 2017, Fairchild Books Library

Book chapter

Fashion—styles and trends in clothing and accessories—is an important part of our culture and economy. The fashion system is a term used to describe everything that is part of fashion—its art and craft, business and industry, production and consumption, and the language and imagery it uses.

Fashion and online marketing

Clare Harris

Source: The Fundamentals of Digital Fashion Marketing, 2017, Fairchild Books Library

Book chapter

While the simplicity of Facebook makes it accessible for a range of fashion practitioners, a website is probably still the most important piece of a fashion marketer’s online toolkit and how it is built will have an impact on its usability and search engine optimization (SEO).

Social media and fashion marketing

Clare Harris

Source: The Fundamentals of Digital Fashion Marketing, 2017, Fairchild Books Library

Book chapter

Social media refers to the media—in the form of video, audio, images, and text—that we create, receive, and share in online social spaces such as video hosting sites, blogs, and social networks.

Fashion and film

Clare Harris

Source: The Fundamentals of Digital Fashion Marketing, 2017, Fairchild Books Library

Book chapter

Fashion and film have had a long and productive relationship. Costume is extremely important in film; costume designers work as storytellers, their designs helping to bring characters to life.

Fashion and mobile media

Clare Harris

Source: The Fundamentals of Digital Fashion Marketing, 2017, Fairchild Books Library

Book chapter

Mobile devices allow customers to shop at any time on whatever device they want to use. Because of this, mobile marketing focuses less on the devices that are used and more on the customer’s ‘journey’.

Digital spaces and innovations

Clare Harris

Source: The Fundamentals of Digital Fashion Marketing, 2017, Fairchild Books Library

Book chapter

Changes in digital technologies, increased online connectivity, and new shopping habits have all played a role in the shift towards an omni-channel shopping experience. The choice and personalization of services that consumers now experience online also needs to translate across to physical stores.

Trends in Fashion Buying

David Shaw and Dimitri Koumbis

Source: Fashion Buying. From Trend Forecasting to Shop Floor, 2nd Edition, 2017, Fairchild Books Library

Book chapter

Buyers help to set up a number of promotional retail activities, with the aim of achieving a higher gross margin each season while moving units at a more rapid rate. Many of these promotions typically entail some level of discount pricing, but there are also other promotional activities that can help to drive sales without compromising the overall pricing strategy as set by the buying and merchandising teams.

So You Want to be in Fashion? Fashion Auxiliary Services

Elaine Stone and Sheryl A. Farnan

Source: In Fashion, 3rd Edition, 2017, Fairchild Books Library

Book chapter + STUDIO

As consumers, we expect to find what we want, when we want it, and where we want it, every day of the year. In the fall, back-to-school merchandise better be in stores, and the colors must be new and up-to-date. During the holiday months, gift merchandise and new items for holiday parties are expected. During spring and summer months, we expect new colors, silhouettes, and fabrics to brighten up our wardrobes and take us through spring days to the hot, muggy days of summer.

Advertising and Public Relations: From Verbal to Viral

Jon Cope and Dennis Maloney

Source: Fashion Promotion in Practice, 2016, Fairchild Books Library

Book chapter

After explaining what advertising and public relations are, how they differ, and what they do, this chapter outlines how these deeply intersecting promotional disciplines combine in integrated campaigns to exploit the proliferation of digital channels that have transformed consumer communications during the Internet era. Q&As with practitioners offer insights into these vital segments of the industry in what some have called the “post-advertising era.”

The Celebrity Role: From Royalty to the Rap Game

Jon Cope and Dennis Maloney

Source: Fashion Promotion in Practice, 2016, Fairchild Books Library

Book chapter

Following definitions and a brief history of celebrity involvement in fashion promotion, this chapter probes existing research into the practice, shedding light on its effectiveness, and offering insight into how it works, with recent examples and commentary on the importance of social media in enhancing celebrity impact.

Collaborations: “X” Marks the Spot

Jon Cope and Dennis Maloney

Source: Fashion Promotion in Practice, 2016, Fairchild Books Library

Book chapter

In this chapter, we explore the collaboration phenomenon, defining key terms, and offering a brief history of seminal alliances. We describe the role of collaboration in making high fashion more accessible—even democratic—and outline the different collaboration types, clarifying their promotional and commercial value. Interviews with practitioners offer details on how to broker the perfect brand match, and how the collaboration trend can maintain its momentum.

Fashion Film: from Hollywood to Hoxton

Jon Cope and Dennis Maloney

Source: Fashion Promotion in Practice, 2016, Fairchild Books Library

Book chapter

The relationship between fashion and moving image is long established and exhaustively documented, particularly in cinema. Countless “defining style moments” exist, from Annie Hall to Zoolander, and similarly there is a wealth of academic research on the subject, often debating the role of costume not only on our psyche, but also in wider culture and consumption.

The Fashion Magazine: From Print to Pixel

Jon Cope and Dennis Maloney

Source: Fashion Promotion in Practice, 2016, Fairchild Books Library

Book chapter

This chapter looks at the emergence fashion magazines, how they achieved their promotional power, and how they evolved into multiplatform entities. Defining the roles and processes of the magazine, it discusses whether printed matter is becoming obsolete, and outlines how contemporary promoters may exploit the opportunities for brands created by new magazine formats. It also delves into the challenges of new formats, and explores the future of fashion publishing.

One: Introduction: The Story Begins

Joseph H. Hancock

Source: Brand Story. Cases and Explorations in Fashion Branding, 2nd Edition, 2016, Fairchild Books Library

Book chapter

Many readers may already know how to define fashion, but those who may not be devotees of the subject should have an idea of what it is and how it is defined. There are various types of fashions, and to understand how the fashion industry works, one must understand the differences between a fad, a classic, and fashion.

Two: Thinking Critically: A History and Conceptual Examination of Fashion Branding

Joseph H. Hancock

Source: Brand Story. Cases and Explorations in Fashion Branding, 2nd Edition, 2016, Fairchild Books Library

Book chapter

New ads began to appear showing clothing that reflected the current fashion, with each advertisement trying to vie for the almighty dollar. At this time the French philosopher Roland Barthes suggested that advertising was creating a new level of existence for fashion. Barthes developed a theory that has since been called “The Fashion System,” which states that a garment is present at three distinct levels: the real garment or actual thing; the terminological garment, which signifies the basic ter

Four: Fantastically Sexy!: Dolce & Gabbana

Joseph H. Hancock

Source: Brand Story. Cases and Explorations in Fashion Branding, 2nd Edition, 2016, Fairchild Books Library

Book chapter

Domenico Dolce was born on September 13, 1958, in the Sicilian village of Polizzi, and his partner, Stefano Gabbana, was born on November 14, 1962, in Milan. They met in 1980 while working for the same design company and instantly had chemistry—for fashion and each other.“Dolce & Gabbana,” The Biography Channel, www.thebiographychannel.co.uk/biographies. For many years, Stefano Gabbana and Domenico Dolce were partners in both business and life. By literally spending day and night together, they w

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