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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

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

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.

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.

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.”

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 Creative Process In Promotion

Kristen K. Swanson and Judith C. Everett

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

Book chapter

“When I started, the only enclosed office was mine. I spent the first half of my first day feeling removed…. It eliminates the creativity.”

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.”

Public Relations

Kristen K. Swanson and Judith C. Everett

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

Book chapter

“In recent years, the business of fashion PR has been transformed by a series of seismic forces. Digital technology has reshaped the media landscape, giving rise to new communications strategies rooted in the realities of the Internet: open, conversational, immediate and always-on.”

The Importance of Advertising and Promotion

Jay Diamond, Ellen Diamond and Sheri Litt

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

Book chapter

To promote their companies and the merchandise they carry, retailers, both large and small, set aside funds that are earmarked for advertising and promotion. The larger retail operations usually have in-house promotional divisions. For special major events, these retailers may call in outside organizations to help their own staff face the challenges of such undertakings. Small retailers usually employ agencies to carry out their promotional programs.

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.

Retail Merchandising

John Donnellan

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

Book chapter

The marketing channel represents the flow of goods from point of production to point of consumption. The model traces the distribution of a product from the manufacturer, or producer, to the final consumer, or ultimate user of the product. The marketing channel is sometimes referred to as the distribution channel, distribution pipeline, or supply chain.

Poster Publicity and Menswear

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

‘Cloth for Men’: Wool and the Whisper of Darker Things In Dormeuil’s Tonik Press Campaign, 1968–75

Paul Jobling

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

Book chapter

Getting More for Your Money: Menswear Publicity and the 1970s Recession

Paul Jobling

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

Book chapter

From ‘Mothers’ to ‘Flat Eric’: Race, Gender, Age and Generation

Paul Jobling

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

Book chapter

Building on the Portfolio Project

Joanne Ciresi Barrett

Source: Designing Your Fashion Portfolio. From Concept to Presentation, 2013, Fairchild Books Library

Book chapter

The completed Portfolio Project from Chapter 6 is fully rendered. You’ve told a complete collection story you’ve perceived to be an accurate realization of your idealized portfolio goals and completed most of the layout and page order of your collection.

Chapter twenty-four: Advertising, Special Events, Publicity and Visual Merchandising

Jay Diamond and Ellen Diamond

Source: The World of Fashion, 5th Edition, 2013, Fairchild Books Library

Book chapter

People ask me if I run out of ideas. I don’t run out of them; I run after them.

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

Global Fashion Markets

Elaine Stone

Source: The Dynamics of Fashion, 4th Edition, 2013, Fairchild Books Library

Book chapter + STUDIO

Markets, market centers, marts—what are they? You will hear these terms used frequently and even interchangeably, which makes them that much harder to sort out.

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