Fashion Promotion in Practice (Required Reading Range) - Softcover

Jon Cope; Dennis Maloney

Softcover

ISBN 10: 1472568923 ISBN 13: 9781472568922

Publisher: Fairchild Books, 2016

Synopsis

Fashion lives and dies by stories. Using the premise 'telling the stories of fashion , Fashion Promotion in Practice both instructs and inspires readers by examining and analyzing contemporary promotional practice within the fashion industry and illustrating how readers may apply relevant thinking to their own brands and campaigns. This approach offers crucial insight into the details of how and why specific examples of promotional practice are undertaken and their performance evaluated.

Following an introductory context-setting chapter about the importance of telling fashion stories, the book explores contemporary issues of fashion promotion, including fashion film, the democratization of the catwalk, strategic brand collaborations, fashion magazines, celebrity endorsement, curating the fashion space, advertising, public relations, and campaign planning and evaluation. Each chapter includes a chronological timeline of key technologies, events and activities, which have shaped each particular element of promotional practice.

Fashion Promotion in Practice features interviews with industry professionals including Nick Knight (SHOWstudio); Rankin (fashion photographer); Diane Pernet (A Shaded View of Fashion Film); Ada Zanditon (fashion designer); Leigh Keily (fashion photographer); Jeremy Langmead (Net a Porter); Louise Roe (celebrity stylist) and Andrea Leonardi (Without Productions). The book also includes insightful case studies that explore the business of fashion promotion, including with Topman, Vogue Nippon, Adidas, Whistles, Trekstock, H&M, Mulberrry, Dover Street Market and And Other Stories.

About this title

About the Author

Jon Cope is a Senior Lecturer in Public Relations at Westminster University, London, UK.

Dennis Maloney is Course Leader, BA (Hons) Fashion Journalism at University for the Creative Arts, UK.

From the Back Cover

Fashion lives and dies by stories. Aiming to ‘tell the stories of fashion’, Fashion Promotion in Practice both instructs and inspires through an entertaining look at contemporary promotional practice within the fashion industry, showing you how you can apply this to your own future brands and campaigns.

Offering crucial insights into the how and why of promotional practice, Fashion Promotion in Practice explores the key issues and main areas of fashion promotion, including fashion film, the democratization of the catwalk, strategic brand collaborations, fashion magazines, celebrity endorsement, curating the fashion space, advertising, public relations, and campaign planning and evaluation. Each chapter also explores the key technologies, events and activities, which have shaped each practice.

Beautifully illustrated, this go-to guide for fashion promotion contains exercises, case studies and interviews with major industry professionals, including Oliviero Toscani, Adam Drawas, Rebecca Grant, Kathryn Ferguson, Georgia Hardinge and Josie Roscopp, Diane Pernet, Andrea Leonardi and Katie Baron, making it a must-read for all those involved in the fashion industry.

Edition details

• Publisher: Fairchild Books
• Publication date: 2016
• Language: English
• ISBN 10: 1472568923
• ISBN 13: 9781472568922
• Binding: Paperback
• Edition number: 1
• Number of pages: 208