| Description |
1 online resource (xvi, 172 pages) : illustrations |
| Contents |
An introduction to fashion brand communication / Emily Huggard -- The fashion industry context / Emily Huggard -- The role of the fashion communicator as a cultural intermediary / Emily Huggard -- Motivation and the fashion consumer / Jon Cope -- Creating fashionable identities / Rachel Lifter -- Co-creating fashion spaces / Anja Overdiek -- Co-creative storytelling / Patrick Lonergan -- Building a brand community / Jon Cope -- Strategy : the symbolic value of fashion brand collaboration / Jason Kass -- Conclusion and future directions : how fashion brand communication shapes culture / Emily Huggard and Jon Cope |
| Summary |
"Written for scholars and practitioners, this book is about fashion brand communication, showing how fashion brands communicate, why the practice is significant within wider society and how it can be perceived as culturally meaningful. It enables readers to connect tools and techniques of communication with their theoretical underpinnings and historical antecedents and shows how these methods can be applied to in practice. The book utilizes social, consumer and cultural theory and frameworks, rooted in psychology, sociology and economics, as mechanisms through which to analyze and deconstruct current communication strategies used by fashion brands. It presents insights and strategies for communicating authentic values, conveying a clearly defined aesthetic and visual language and generating shareable content that resonates with audiences. While each chapter focuses on a different brand case study, the common thread between each is the role of the fashion brand communicator as a cultural intermediary who meaningfully responds to and shapes culture, and builds cultural credibility around the brands that they work with. From how to maintain a dialogue with a brand's community, to the use of brand collaboration, co-creative storytelling and fashion spaces, it aims to develop reflective communication practitioners who have a deep understanding of the cultural landscape; brand strategy and industry innovation. With insights into strategies used by luxury brands including Burberry, Gucci and Dior, high-street labels like Cos, and niche brands such as Rapha and Maryam Nassir Zadeh, each chapter outlines ways of maintaining relevant and consistent brand narratives in the 21st century"-- Provided by publisher |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Emily Huggard is Assistant Professor of Fashion Communication at Parsons School of Design in New York. Her research explores how brands create a space of proximity for the consumer using physical, digital and social realms, and the use of installation art as a brand experience tool in the epoch of post-consumerism and post-digital. Jon Cope leads the MA in Public Relations at Westminster University, London. His current research focuses on the use of visual materials in promotional communication. Jon co-authored and photographed the book Fashion Promotion in Practice, published in 2016. He holds an MA in Critical Global Politics from Exeter University |
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Description based on online resource; title from digital title page (viewed on February 28, 2020) |
| Subject |
Advertising -- Fashion.
|
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Fashion merchandising.
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Branding (Marketing)
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branding.
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SOCIAL SCIENCE / Media Studies
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Advertising -- Fashion
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Branding (Marketing)
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Fashion merchandising
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| Form |
Electronic book
|
| Author |
Huggard, Emily, editor
|
|
Cope, Jon, editor
|
| LC no. |
2019044139 |
| ISBN |
9780429464423 |
|
0429464428 |
|
0429875592 |
|
9780429875571 |
|
0429875576 |
|
9780429875588 |
|
0429875584 |
|
9780429875595 |
|
