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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 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).

Campaign Planning: Making It Happen

Jon Cope and Dennis Maloney

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

Book chapter

This chapter sets fashion promotion in the broader context of marketing, clarifying the role of the promotional mix and illustrating how practitioners use research insights to plan promotional strategies and tactics. It highlights the practicalities of planning and offers real-world examples to inform and inspire you to mastermind your own campaigns, from petite to XXL.

Fashion Forecasting

Kristen K. Swanson and Judith C. Everett

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

Book chapter

“One of the things we’ve noticed at our shows is that we have all walks of life as far as attendees. We have everything from the emerging fashion designer to the large department store buyers.”

Promotion Planning And Budgeting

Kristen K. Swanson and Judith C. Everett

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

Book chapter

“In the 50 years that we’ve been in business, we’ve had a lot of different kinds of partnerships. What we have learned is that we have to find people who see the world the same way that we do.”

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.”

Direct Marketing And Sales Promotion

Kristen K. Swanson and Judith C. Everett

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

Book chapter

“People continue to value direct marketing and printed communications from brands, finding that it plays a seamless role within their connected worlds, offers some qualities not found in other communications and is an essential part of the overall ‘brand experience.’”

Conceptualizing the Collection

Erin Cadigan

Source: Sourcing and Selecting Textiles for Fashion, 2014, Fairchild Books Library

Book chapter

Quality is remembered long after the price is forgotten.

Marketing, Advertising, and Promotion

Ashima Dayal, Brooke Erdos Singer and Antonio Borrelli

Source: Fashion Law. A Guide for Designers, Fashion Executives, and Attorneys, 2nd Edition, 2014, Fairchild Books Library

Book chapter

The aim of this chapter is to review the principal legal issues that arise in fashion advertising and to suggest ways of reducing legal risks. We will review the legal issues that arise at each stage of the execution of a fashion advertising campaign, from the engagement of creative personnel, such as hiring models, stylists, and other artists who work in front of or behind the camera, to the creation and clearance of content.

Merchandise Resources

John Donnellan

Source: Merchandise Buying and Management, 4th Edition, 2014, Fairchild Books Library

Book chapter

A manufacturer uses labor and machinery to convert raw materials into finished products. The traditional concept of manufacturing encompasses a comprehensive range of functions, such as product design, materials procurement, and the complete production process. Today, the role of the manufacturer is often less inclusive. Many manufacturing organizations assemble finished products with component parts produced by other manufacturers. Some manufacturing organizations are actually design companies t

‘Feeling With’ and ‘Feeling Into’: Appealing to Men and Women

Paul Jobling

Source: Advertising Menswear. Masculinity and Fashion in the British Media since 1945, 2014, Berg Fashion Library

Book chapter

Poster Publicity and Menswear

Paul Jobling

Source: Advertising Menswear. Masculinity and Fashion in the British Media since 1945, 2014, Berg Fashion Library

Book chapter

The Message

Judith C. Everett and Kristen K. Swanson

Source: Guide to Producing A Fashion Show, 3rd Edition, 2013, Fairchild Books Library

Book chapter + STUDIO

Promotion is a comprehensive term used to describe all of the communication activities initiated by the seller to inform, persuade, and remind the consumer about products, services, and/or ideas offered for sale. In addition to fashion shows, common promotion activities in the fashion field involve advertising, direct marketing, interactive and social media, personal selling, public relations, special events, and visual merchandising. In practice, there is some confusion in how these terms are us

Fashion Communication?

Susan Dillon

Source: The Fundamentals of Fashion Management, 2012, Fairchild Books Library

Book chapter

Fashion communication is the way in which products are advertised and promoted. Innovation and originality are fundamental to the success of fashion communication and the key characteristics of the people working in the industry.

Developing a Road Map for Success

Michele M. Granger and Tina M. Sterling

Source: Fashion Entrepreneurship. Retail Business Planning, 2nd Edition, 2012, Fairchild Books Library

Book chapter + STUDIO

To an entrepreneur in today’s fast-changing environment, the business plan is critical. A business plan is a written document outlining a direction for where the business is going and how it is going to get there. If approached objectively, the business plan addresses whether the concept is feasible, whether there is enough money to start and sustain the business through the start-up phase, what makes the best use of time and money, and whether there is a market large enough for the business to b

Reaching Customers and Driving Sales

Michele M. Granger and Tina M. Sterling

Source: Fashion Entrepreneurship. Retail Business Planning, 2nd Edition, 2012, Fairchild Books Library

Book chapter + STUDIO

Determining a successful marketing strategy is key to leading the business to success. To be successful in business, the entrepreneur must formulate and implement a plan to reach customers and to motivate those customers to buy. The marketing plan helps define and quantify user benefits, establishes the market size as well as potential customer interest, and addresses the competition (see Chapter 3). The marketing strategy serves a number of purposes. It helps the entrepreneur determine how poten

Promoting Fashion Goods and Services

Patricia Mink Rath, Richard Petrizzi and Penny Gill

Source: Marketing Fashion. A Global Perspective, 2012, Fairchild Books Library

Book chapter

As you can see from reading this chapter’s Fashion Marketing in Focus, “Promotion Is Everywhere,” there is a multitude of ways by which consumers can learn about a fashion product—and most of them, even when it’s not obvious, are in some way planned and initiated by marketers. The reason? Marketers know that no matter how meticulously a fashion product or service has been researched, designed, developed, and distributed, if potential customers don’t know about it or don’t understand what differen

Promoting Fashion through Personal Selling and Direct Marketing

Patricia Mink Rath, Richard Petrizzi and Penny Gill

Source: Marketing Fashion. A Global Perspective, 2012, Fairchild Books Library

Book chapter

Each of the scenarios in this chapter’s Fashion Marketing in Focus, “Personalizing the Sale,” illustrates a different element of the promotion mix: personal selling in the first and direct marketing in the second. These are the topics we’ll examine more closely in this chapter. As you’ll recall from Chapter 12, personal selling is a one-on-one interaction between a salesperson and a potential buyer with the goal of producing a sale; and direct marketing is any communication targeted directly to a

Retail Brands

Kaled K. Hameide

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

Book chapter

In spite of the common grounds among them, there are a few important differences between a product and a service that should impact the branding decisions and process:

Branding, Fashion and Music

Janice Miller

Source: Fashion and Music, 2011, Berg Fashion Library

Book chapter

A kind of special status for creative people is part of a set of characteristics constructed in the nineteenth century by the writers, poets, composers and painters that Raymond Williams (1971) labels the ‘Romantic Artists’. Williams argues that a certain mystique and an almost stereotypical artistic personality were created by and around sets of individuals as a method of resistance to encroaching industrialization.

The Customer

Michele M. Granger

Source: The Fashion Intern, 2nd Edition, 2010, Fairchild Books Library

Book chapter

When examining the customer of the internship organization, it is important to recognize that there are two levels of customer: wholesale and retail. Some companies cater to both levels, such as the manufacturer who sells to retail stores and to consumers through a catalog or Web site. Other companies sell only to wholesalers or retailers. When answering the questions in this chapter, refer to the customer level targe

Direct Marketing and Selling

Lynda Rose Poloian

Source: Retailing Principles. Global, Multichannel, and Managerial Viewpoints, 2nd Edition, 2003, Fairchild Books Library

Book chapter

After completing this chapter you should be able to:

Planning Retail Promotion

Lynda Rose Poloian

Source: Retailing Principles. Global, Multichannel, and Managerial Viewpoints, 2nd Edition, 2003, Fairchild Books Library

Book chapter

After completing this chapter you should be able to:

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