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This book demonstrates how fashion brands communicate, why the
practice is significant within wider society and how it can be
perceived as culturally meaningful. Enabling readers to connect the
tools and techniques of communication with their theoretical
underpinnings and historical antecedents, the book shows how these
methods can be applied in practice. The authors utilise social,
consumer and cultural theory, and frameworks rooted in psychology,
sociology and economics, as mechanisms to analyse and deconstruct
current communication strategies used by fashion brands. The book
presents insights and strategies for communicating authentic
values, conveying a clearly defined aesthetic and visual language
and generating shareable content that resonates with audiences.
With insights into strategies used by brands including Burberry,
Gucci, Dior, COS, Rapha, Warby Parker and Maryam Nassir Zadeh, each
chapter outlines ways of maintaining relevant and consistent brand
narratives in the 21st century. From how to sustain a dialogue with
a brand's community, to the use of brand collaboration, co-creative
storytelling and fashion spaces, the book aims to develop
reflective communication practitioners who have a deep
understanding of the cultural landscape, brand strategy and
industry innovation. Written for scholars and practitioners, this
book is a valuable blend of theory and practice across the fields
of fashion, communication and branding.
This book demonstrates how fashion brands communicate, why the
practice is significant within wider society and how it can be
perceived as culturally meaningful. Enabling readers to connect the
tools and techniques of communication with their theoretical
underpinnings and historical antecedents, the book shows how these
methods can be applied in practice. The authors utilise social,
consumer and cultural theory, and frameworks rooted in psychology,
sociology and economics, as mechanisms to analyse and deconstruct
current communication strategies used by fashion brands. The book
presents insights and strategies for communicating authentic
values, conveying a clearly defined aesthetic and visual language
and generating shareable content that resonates with audiences.
With insights into strategies used by brands including Burberry,
Gucci, Dior, COS, Rapha, Warby Parker and Maryam Nassir Zadeh, each
chapter outlines ways of maintaining relevant and consistent brand
narratives in the 21st century. From how to sustain a dialogue with
a brand's community, to the use of brand collaboration, co-creative
storytelling and fashion spaces, the book aims to develop
reflective communication practitioners who have a deep
understanding of the cultural landscape, brand strategy and
industry innovation. Written for scholars and practitioners, this
book is a valuable blend of theory and practice across the fields
of fashion, communication and branding.
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.
This is the eighteenth volume in the acclaimed paperback
series...the only county series that can legitimately claim to
represent the past and present of a nation. "Cornish Studies" has
consistently - and successfully - sought to investigate and
understand the complex nature of Cornish identity, as well as to
discuss its implications for society and governance in contemporary
Cornwall. The article which provides the cover illustration is a
fascinating account of the rise and importance of swimming matches
in Victorian Cornwall. These demonstrated both the beneficial
aspects of the sport, and the importance of swimming prowess in
life-saving around the Cornish coast - an important consideration
for the developing tourist trade - the latter providing a
significant antidote to the simultaneous construction of maritime
Cornwall by a range of English writers as a dangerous region
inhabited by wreckers, smugglers and pirates. This latest and
diverse collection also includes articles on mining in both
nineteenth century and contemporary Cornwall, an exploration of
identity using material gathered through individual interviews, an
assessment of research into Cornish folklore, discussion of the
modern growth of alternative 'Celtic spiritualities' in Cornwall,
and a fresh perspective on the Middle Cornish language of medieval
Cornish drama. Cover Illustration: Exhibited at the Royal Academy
in 1890, it shows the start of a race from the 1896 swimming
matches in St Ives.
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