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Turkey

Elida Camille Behar, Shubhapriya Bennur and Serkan Yalcin

Source: Retailing In Emerging Markets, 2nd Edition, 2017, Fairchild Books Library

Book chapter

Turkeyemerging marketsTurkeyAfter reading this chapter, you will

Digital Disruption of the Fashion Industry

Wendy K. Bendoni

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

Book chapter

The business of fashion has undergone a revolution in the digital age of social media. It has democratized, disrupted, and even shifted the business model of the traditional fashion system. Most fashion industry veterans barely recognize the industry from a decade ago and continue to adapt to the emergence of new technologies and their influence on the new fashion consumer. This transition is not limited to marketing and management, but permeates to the core of design itself. While blogs and soci

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

The Evolving Measurable Impact of Social Media

Wendy K. Bendoni

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

Book chapter

Throughout this textbook, we have explored the theory and practice of digital and social media marketing. In this chapter we turn to experts working in the industry to give us further insight into the fields of search engine optimization (SEO), search engine marketing (SEM), and data contextualization. This chapter will evaluate how the industry is challenging new technologies, developing stronger data set algorithms, and changing the way brands market to consumers as a whole. We will also examin

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).

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.

Thailand

Takeshi K.N., Monthinee Tricharoenrat, Shubhapriya Bennur and John Walsh

Source: Retailing In Emerging Markets, 2nd Edition, 2017, Fairchild Books Library

Book chapter

Turkeyoverview and history“Thainess, ”Thailandretailers, domesticThailandoverview and historyemerging marketsThailandThailandAfter reading this chapter, you will

Garment Styling

Sandra Keiser, Deborah Vandermar and Myrna B. Garner

Source: Beyond Design. The Synergy of Apparel Product Development, 4th Edition, 2017, Fairchild Books Library

Book chapter + STUDIO

“I wish I had invented blue jeans. They have expression, modesty, sex appeal, simplicity—all I hope for in my clothes.”

Fashion’s World Cities

Valerie Steele

Source: Paris Fashion. A Cultural History, 3rd Edition, 2017, Berg Fashion Library

Book chapter

Paris has changed, the system has changed, everything has been transformed. For the system to function, the participants have to be international, production has to be international. It’s clear that we no longer can or should be 100% French anymore.

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.

New Media

Kristen K. Swanson and Judith C. Everett

Source: Promotion In The Merchandising Environment, 3rd Edition, 2016, Fairchild Books Library

Book chapter

“E-commerce is the best way for men to shop. It’s convenient, and guys don’t want to go out and shop.”

Walter Van Beirendonck

Paula Alaszkiewicz

Source: Fashion Photography Archive, 2015, Fashion Photography Archive

Designer Biography

Today’s Buying Environment

Richard Clodfelter

Source: Retail Buying. From Basics to Fashion, 5th Edition, 2015, Fairchild Books Library

Book chapter + STUDIO

Retailing consists of all the business activities involved in the selling of goods and services to the ultimate consumers. Retailing, however, does not always require a store. Catalog sales, vending machines, e-commerce, and door-to-door sales all fit within the scope of retailing. No matter where retailing occurs, however, someone must perform the buying function. Buying is the business activity that involves selecting and purchasing products to satisfy the wants and needs of consumers. Buying i

Obtaining Assistance for Making Buying Decisions

Richard Clodfelter

Source: Retail Buying. From Basics to Fashion, 5th Edition, 2015, Fairchild Books Library

Book chapter + STUDIO

Marketing research is a systematic process of gathering, recording, and analyzing information about problems related to marketing. Good marketing research must be conducted in a comprehensive, step-by-step process; it cannot be haphazard. Marketing research involves using information, or data, from many different sources. As a buyer you must be able to do more than locate information, you must be able to analyze and use the information that you collect.

Communicating to Customers Through Electronic Media

Jay Diamond, Ellen Diamond and Sheri Litt

Source: Fashion Retailing. A multi-channel approach, 3rd Edition, 2015, Fairchild Books Library

Book chapter

This is the “Age of Information” in retail, and shoppers are smarter, have more choices and are more price savvy. The new paradigm in retail directly impacts businesses now more than ever as the consumers’ expectations have changed, mostly due to technology. Smart phones and personal tablet devices empower casual and experienced shoppers alike with real-time information on every product ever sold. Consumers have immediate access to prices, product specifications, and alternative stores. Consumers

Retail Research Directions in Today’s Retail Environment

Jay Diamond, Ellen Diamond and Sheri Litt

Source: Fashion Retailing. A multi-channel approach, 3rd Edition, 2015, Fairchild Books Library

Book chapter

Retailers must make a variety of decisions concerning store location, merchandising, advertising and promotion, customer services, human resources, sales methods, and competition. They must study each area so that they will be able to function in the most profitable manner. The following sections list the types of questions retailers should consider about these areas; some of them relate exclusively to brick-and-mortar establishments and others relate more to off-site or on-site ventures.

Digital Media and Visual Communication

Michele M. Granger

Source: The Fashion Industry and Its Careers: An Introduction, 3rd Edition, 2015, Fairchild Books Library

Book chapter

Digital media artists, also known as multimedia artists, create animation and digital effects for various media outlets, such as television, movies, and video games. They work primarily in three-dimensional models and animations. The general responsibilities of a digital media artist include (1) creating basic designs, drawings, and illustrations for product labels, direct mail, or television; (2) developing drawn images to be scanned, edited, colored, and/or animated by computer; and (3) constru

Fashion Styling, Photography, and Costume Design

Michele M. Granger

Source: The Fashion Industry and Its Careers: An Introduction, 3rd Edition, 2015, Fairchild Books Library

Book chapter

A retailer, manufacturer, designer, or organization may contract an independent firm, the fashion show and event planning company, to do all or part of this work for a fee. In general, the fashion show and event producer manages fashion shows and special events for its clients. The company works with each client to determine the type of event, intended purpose, designated audience, and the budget. The company may be contracted to handle part or all of the advertising and public relations, which c

Moroccan Lifestyle Media

M. Angela Jansen

Source: Moroccan Fashion. Design, tradition and modernity, 2015, Berg Fashion Library

Book chapter

As was discussed in Chapter 2, the Moroccan nationalist movementnationalist movement brought, among other things, tremendous changes in the lives, consciousness and ambitionambitions of Moroccan women by the middle of the twentieth century. More women were enjoying an educationeducation and soon they discovered the impact the written word could have on their cause. Therefore a first generation of Moroccan women’s magazines introduced in the 1960s were all run by renowned feminists and had a stron

Investing (in) Time: Collecting and Consuming the Past

Heike Jenss

Source: Fashioning Memory. Vintage Style and Youth Culture, 2015, Berg Fashion Library

Book chapter

In Germany, markets for used goods, including clothes, have a long history, yet their patronage from consumers who do not rely on them out of economic necessity emerges, as in other European countries, more widely in the 1970s. Volker Fischer, VolkerFischer’s 1980 book on the “nostalgia market” in Germany provides a comprehensive overview of the development of the trade, and the shift in value of old things in the context of the 1970s, when there is surplussurplus in goods and also (compared to t

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