Promoting Fashion

●● Jedes Kapitel beginnt mit Zielsetzungen und endet mit
Diskussionspunkten – ideal für Modestudenten
●● Umfassend und in einer zeitgemäßen Herangehensweise
●● Mit zahlreichen Beispielen, die alle Aspekte der Modebranche
abdecken
●● Detaillierte Untersuchung digitaler Werbemittel

---

The marketing and promotion of fashion is entering a fast-moving and challenging phase. This book shows how to appeal to the consumer and communicate the brand message. Advertising campaigns, both offline and online, are discussed, together with the existing and new methods of PR and promotion. Individual chapters then look at social media, e-commerce and online fashion retail, personal selling and offline fashion retail, direct marketing, fashion shows and sales promotions, plus costing a campaign. These are supported by case studies and interviews with leading professionals.