Basics Fashion Management 02: Fashion Promotion: Building a Brand Through Marketing and Communication

by Gwyneth Moore

Basics Fashion Management: Promotion and Communication examines what’s required for a 21st century fashion brand to make its mark and stay visible in a shifting consumer landscape. As the fashion consumer becomes more knowledgeable, demanding and globally engaged than ever before, this title explores ways in which brands are engaging with customers, and embracing the growing opportunities to promote collections and brands. Activities, case studies and interviews from high end to high street brands, as well as new fledgling design businesses doing it ‘their way’, help you engage fully with the subject.

Genres: Fashion

184 pages, Paperback

First published November 1, 2012