| Description |
1 online resource : illustrations (colour) |
| Series |
Fundamentals |
|
Fundamentals of educational planning.
|
| Contents |
Intro -- Contents -- Introduction -- 1 Fashion marketing and digital technologies -- Fashion and marketing -- The e-volution of digital fashion marketing -- Participatory cultures -- The marketing mix -- Paid, owned, and earned media -- Marketing channels -- Developing a digital marketing strategy -- Case study: Burberry -- Exercise Building an online presence: are you ready? -- 2 Fashion and online marketing -- Websites -- Search engines -- Website marketing: click, stay, and convert -- Email marketing -- Case study: Net-a-Porter -- Online advertising -- Search and display advertising |
|
Online branding -- Finding an audience -- Analytics -- Interview: Julia Fowler, CEO and co-founder of EDITED -- Exercise Building an online presence: create a website -- 3 Social media and fashion marketing -- Social media and fashion marketing -- Blogs and fashion marketing -- Social networks and fashion marketing -- Social networking content -- Social media campaign strategies -- Case study: Polyvore -- Interview: Lauren Stevenson, co-founder and director of Aisle 8 -- Exercise Manage your social media marketing -- 4 Fashion and film -- Fashion and film -- Moving image -- Fashion goes live |
|
Promotional video -- Interview: Nick Stickland, CEO and founder of ODD -- Social video -- Case study: Cinematique -- The new experts -- Exercise Fashion vlogging -- 5 Fashion and mobile media -- The mobile journey -- The mobile hub -- Publishing for mobile -- Fashion and the selfie -- Mobile first! -- Notifications and messaging -- Fashion apps -- Mobile shopping -- Connecting spaces -- Paying -- Case study: Urban On -- Interview: Jenny Griffiths, CEO and founder of Snap Fashion -- Exercise The art of phonography: improving your smartphone photography -- 6 Digital spaces and innovations |
|
The connected store -- Personalization -- Case study: The Denim Studio -- Wearable technologies and fashion -- 3D printing and fashion -- Emerging digital spaces -- Interview: Nicolas Rossi, CEO and founder of Avenue Imperial -- Exercise Augment reality -- Further reading -- Digital media and culture -- Fashion theory and research -- Fashion histories and cultures -- Fashion industry, marketing and management -- Useful websites -- Bibliography -- Index -- Picture credits -- Acknowledgements |
| Summary |
This volume introduces and explores contemporary digital practice within the fashion industry. It is designed to inform and inspire today's graduates as the next generation of creative marketers |
| Notes |
Previously issued in print: 2017, published online in 2018 |
| Bibliography |
Includes bibliographical references |
| Audience |
Specialized |
| Notes |
Online resource; title from home page (viewed on May 4, 2018) |
| Subject |
Fashion merchandising.
|
|
Internet marketing.
|
|
Fashion merchandising
|
|
Internet marketing
|
| Form |
Electronic book
|
| ISBN |
9781474220873 |
|
1474220878 |
|
9781474220866 |
|
147422086X |
|
