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.
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