Communicating fashion brands : theoretical and practical perspectives

Communicating fashion brands : theoretical and practical perspectives - 1 online resource

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 -- Communicating brand identity, creating fashionable identities / Rachel Lifter -- Co-creating fashion spaces / Anja Overdiek -- Co-creative storytelling / Patrick Lonergan -- Strategy : 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.

"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"--

9781138613560 9780429875595 9780429464423 0429464428 0429875592 9780429875571 0429875576 9780429875588 0429875584

Fashion merchandising.
Branding (Marketing)
SOCIAL SCIENCE / Media Studies

Electronic books.

HF6161.C44 / C66 2020eb

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