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In the decade since Writing for the Fashion Business was first
published, the Internet and social media have upended the field of
journalism and the fashion world, revolutionizing both industries
and changing the very nature of storytelling. This second edition
devotes significant space to digital content, with dedicated
chapters covering online content, social media, and streaming video
content. In addition to journalism, it also includes instruction on
how to write for new promotional approaches emerging in the fashion
world like influencer and experiential marketing, and introduces
inclusion vocabulary to ensure non-discriminatory narratives.
Whether in the form of an article, book, press release, email, or
DM, students will gain an understanding of how written
communication methods sync up with today's most common methods of
commerce and communication. New to this Edition: -Trending Topic
box features in each chapter discuss recent, real-life
controversial situations within the fashion industry and invite
students to share their ideas, concerns, and recommendations
related to the situation -All new Industry Profiles in each chapter
allow students to read first-hand accounts of what it's like to
work in the sector of the fashion business that corresponds to the
chapter topic -Chapter ending Review Questions and Learning
Activities prompt students to test their knowledge STUDIO Features
Include: -Review concepts with flashcards of essential vocabulary
Instructor Resources -Instructor's Guide provides suggestions for
planning the course and using the text in the classroom,
supplemental assignments, and lecture notes
With the rise of digital media, promotion remains a key element at
each step of the merchandising process to communicate a clear
message about a product, brand, or retailer to the end user.
Promotion strategies that were once limited to traditional
media-print ads, radio or TV commercials-must now integrate digital
media and more innovative means of communication through social
media to stay relevant. The third edition of Promotion in the
Merchandising Environment explains the process of promotion and the
promotion mix tools used for creating successful campaigns. With
expanded coverage of digital media, updated examples and images of
retail advertisements and promotional activities in each
streamlined chapter, students will gain a full understanding of how
to create a successful promotion campaign for retail products. New
to This Edition ~Updated chapter-opening vignettes relate the
content of each chapter to the industry ~Now in full color with 60%
new photographs, advertisements, charts and graphs ~New Chapter 3
"The Creative Process in Promotion" explains how the elements and
principles of design are used in promotional activities and
illuminates the creative relationship between retailers and
advertising agencies ~New Chapter 8 "New Media" covers interactive
retailing, e-commerce, and social media, such as Facebook, Twitter,
Instagram, and Pinterest ~New end-of-chapter checklists for easy
review of content and a new term-long advertising brand campaign
assignment ~Emphasizes the concept of integrated marketing
communications (IMC), the effects of consumers' changing attitudes
and how changes in technologies and distribution channels are
driving communication and fashion promotion today ~Coverage has
been streamlined to 14 concise chapters Instructor Resources
~Instructor's Guide with Test Bank provides suggestions for
planning the course and using the text in the classroom,
supplemental assignments, lecture notes, and sample test questions
~PowerPoint presentations include images from the book and provide
a framework for lecture and discussion
Guide to Producing a Fashion Show, Fourth Edition, explains all
aspects of fashion show production including: reasons to produce a
show, planning, model selection, merchandise selection, staging and
music, budgeting, show preparation, execution, and evaluation. The
fourth edition has behind-the-scenes examples, best practices and
innovative approaches in fashion show production-from promotion
using social media to selecting music and models. Whether you are
experienced or a novice, this text shows you step-by-step how to
plan, organize, promote, and execute an exciting fashion show. New
to this Edition - Includes examples from couture and ready-to-wear
shows, as well as innovative approaches including non-traditional
fashion shows and fashion presentations - New information on
careers in the fashion industry that are related to fashion show
production, like styling, public relations, and event management -
New perforated worksheets include documents and templates to plan a
fashion show - 25% new photographs - Discussions of diversity in
the fashion industry and current trends - More coverage and
examples from menswear and global fashion capitals At the STUDIO,
students can: - download sample forms and templates, - watch videos
and images related to material covered in the chapters, - access
other tools such as self-quizzes and flashcards.
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