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Digital Storytelling

Wendy K. Bendoni

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

Book chapter

In order for a brand to efficiently engage with their audience on social media they must be able to curate, share and convey their story. To show measureable results in real-time social space, marketers (social media strategists) must first develop and convey a strong media story about a brand. Storytelling is critical; it enables the consumer to experience different elements of that brand. In this chapter, we will explore a changing of the narrative, from brands being the storytellers to consume

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.

Christopher Bailey

Shonagh Marshall

Source: Fashion Photography Archive, 2015, Fashion Photography Archive

Designer Biography

Burberry

Emily M. Orr

Source: Fashion Photography Archive, 2015, Fashion Photography Archive

Designer Biography

Fashion’s Digital Body: Seeing and Feeling in Fashion Interactives

Eugenie Shinkle

Source: Fashion Media. Past and Present, 2013, Berg Fashion Library

Book chapter

For many years, the photograph has been fashion’s primary media form. Over the past decade, however, the dissemination of fashion has grown to encompass much more than still images: it now includes films, podcasts, Web sites, sound works, online magazines and other forms—all increasingly articulated around virtual bodies and located in virtual spaces. These days, the launch of a collection by a major fashion house is accompanied by a cross-platform media experience: ‘streamed as a YouTube runway

Land of Hip and Glory: Fashioning the ‘Classic’ National Body

Alison Goodrum

Source: Dressed to Impress. Looking the Part, 2011, Berg Fashion Library

Book chapter

The fashion brand Burberry with its signature check fabric has recently been labelled as the ‘spinster of the high-street’ (Independent on Sunday August 1998: 3). As an iconic British fashion label, such an association has far-reaching implications since this famous Burberry check, as a national symbol, is viewed as representing all that is backward-looking, stuffy and prim. From this, we see that representing ‘Britishness’ through the medium of clothes is a problematic task. The politics and plu

The Branding Process, Phase Two: Communicating, Launching, and Evaluating the Brand

Kaled K. Hameide

Source: Fashion Branding. Unraveled, 2011, Fairchild Books Library

Book chapter

Communication channels play one or more of the following roles in the life of any brand:

Luxury Fashion Brands

Kaled K. Hameide

Source: Fashion Branding. Unraveled, 2011, Fairchild Books Library

Book chapter

The term LUXURY is actually a relative one. What may be luxury to one person or one culture may not be so to another, and what used to be luxury in the past may not be so in the future— in fact, it may even be considered standard. Nevertheless, we all seem to share some common understanding of what luxury ought to be. Just mention the word “luxury” and a mental image is automatically triggered. A few descriptions pop into most people’s minds, such as expensive, creative, trendy, exclusive, high q

Burberry*

Alistair O’Neill

Source: The Berg Companion to Fashion, 2010, Berg Fashion Library

Encyclopedia entry

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