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.
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