Fashion as Communication
Fashion as Communication

Author: Malcolm Barnard

Publisher: Routledge

Published: 2013-10-18

Total Pages: 224

ISBN-13: 1136412972

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What kinds of things do fashion and clothing say about us? What does it mean to wear Gap or Gaultier, Milletts or Moschino? Are there any real differences between Hip-Hop style and Punk anti-styles? In this fully revised and updated edition, Malcolm Barnard introduces fashion and clothing as ways of communicating and challenging class, gender, sexual and social identities. Drawing on a range of theoretical approaches from Barthes and Baudrillard to Marxist, psychoanalytic and feminist theory, Barnard addresses the ambivalent status of fashion in contemporary culture.

Fashion Communication
Fashion Communication

Author: Teresa Sádaba

Publisher: Springer Nature

Published: 2021-09-20

Total Pages: 336

ISBN-13: 3030813215

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These conference proceedings are the output of one of the first academic events of its nature happening globally, targeting fashion from a communication sciences perspective, including, in a broad sense, cultural heritage studies and marketing. The chapters present theoretical and empirical interdisciplinary work on how various communication practices impact the fashion industry and on societal fashion-related practices and values. The special focus of this volume is how digital transformation is changing the field and its utility to practitioners. Using these academic insights, practitioners can understand the core causes and reasons for trends and developments in the field of fashion communication and marketing.

Fashion Communication in the Digital Age
Fashion Communication in the Digital Age

Author: Nadzeya Kalbaska

Publisher: Springer

Published: 2019-06-03

Total Pages: 304

ISBN-13: 303015436X

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This book represents a major milestone in the endeavour to understand how communication is impacting on the fashion industry and on societal fashion-related practices and values in the digital age. It presents the proceedings of FACTUM 19, the first in a series of fashion communication conferences that highlights important theoretical and empirical work in the field. Beyond documenting the latest scientific insights, the book is intended to foster the sharing of methodological approaches, expand the dialogue between communications’ studies and fashion-related disciplines, help establish an international and interdisciplinary network of scholars, and offer encouragement and fresh ideas to junior researchers. It is of high value to academics and students in the fields of fashion communication, fashion marketing, visual studies in fashion, digital transformation of the fashion industry, and the cultural heritage dimension of fashion. In addition, it is a key resource for professionals seeking sound research on fashion communication and marketing.

Fashion Branding and Communication
Fashion Branding and Communication

Author: Byoungho Jin

Publisher: Springer

Published: 2017-04-26

Total Pages: 199

ISBN-13: 1137523433

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This second volume in the Palgrave Studies in Practice: Global Fashion Management series focuses on core strategies of branding and communication of European luxury and premium brands. Brand is a critical asset many firms strive to establish, maintain, and grow. It is more so for fashion companies when consumers purchase styles, dreams and symbolic images through a brand. The volume starts with an introductory chapter that epitomizes the essence of fashion brand management with a particular emphasis on emerging branding practices, challenges and trends in the fashion industry. The subsequent five cases demonstrate how a family workshop from a small town can grow into a global luxury or premium brand within a relatively short amount of time. Scholars and practitioners in fashion, retail, branding, and international business will learn how companies can establish a strong brand identity through innovative strategies and management.

Fashion Marketing and Communication
Fashion Marketing and Communication

Author: Olga Mitterfellner

Publisher: Routledge

Published: 2019-11-14

Total Pages: 284

ISBN-13: 042983716X

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Some of the usual obstacles to modern teachings of marketing are ethnocentricity, the limitation of creative thought by conformity to existing theories, lack of questioning of ethics, and a disconnection from historic events or sociological discourse. This book, in contrast, draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies as tools for understanding the way in which fashion works today, and re-evaluates what makes certain fashion marketing tactics fashionable. Offering a combination of theory and practice, Fashion Marketing and Communication is full of international case studies, practice-based examples and interviews with scholars and practitioners in the fashion and communications industry. Covering subjects including the history of consumerism, fashion marketing, the creative direction of the fashion brand and the use of bloggers and celebrities as marketing tools, this book delineates the opportunities and challenges facing the future of fashion media in the twenty-first century. Examining the last 100 years of marketing and communications, current theory and practice, as well as questions on the ethics of the fashion industry, this broad-ranging and critical text is perfect for undergraduate and postgraduate students of fashion marketing, branding and communication.

Fashion Communication in the Digital Age
Fashion Communication in the Digital Age

Author: Nadzeya Sabatini

Publisher: Springer Nature

Published: 2023-08-08

Total Pages: 320

ISBN-13: 3031385411

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This is an open access book. FACTUM Conference proceedings are the output of one of the few academic events of its nature happening globally, researching fashion communication from different angles and perspectives. It includes contributions from scholars studying communication and marketing, management, digital transformation, and cultural heritage, among other disciplines. This book presents papers from the third bi-annual Conference, which aims to become the major reference point in the field. These proceedings seek to promote theoretical and empirical interdisciplinary work on how various communication practices impact both the fashion industry and societal fashion-related practices and values. With these proceedings, several objectives are aimed to be achieved, namely: - to establish and consolidate an international and interdisciplinary network of scholars in the field of fashion communication; - to share methodological approaches; - to expand the dialogue between communications studies and fashion-related disciplines; - to encourage junior researchers to pursue their scientific interests in this field. Finally, the book can be used by professionals in the field of fashion communication and marketing, who are eager to access sound research in a field that is developing very fast due to its digital transformation.

Fashion Marketing Communications
Fashion Marketing Communications

Author: Gaynor Lea-Greenwood

Publisher: John Wiley & Sons

Published: 2013-03-18

Total Pages: 231

ISBN-13: 1405150602

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Fashion is all about image. Consequently, fashion marketing communications – encompassing image management and public relations, branding, visual merchandising, publicity campaigns, handling the media, celebrity endorsement and sponsorship, crisis management etc. – have become increasingly important in the fashion business. This textbook for students of fashion design, fashion marketing, communications and the media sets out all that they need for the increasing number of courses in which the subject is a part.

Engaging with Fashion
Engaging with Fashion

Author: Federica Carlotto

Publisher: BRILL

Published: 2018-11-26

Total Pages: 368

ISBN-13: 9004382437

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This book is a modern exploration of how we engage with fashion today. Through a series of articles this book shows the ‘ways’ through which we can approach fashion. The articles are organized around the following six sections: marketing, consuming, educating, communicating, embodying and positioning - each with a mix of research approaches and strategies. From sustainability and consumerism to street-style and street-food. From how fashion is taught across the globe to how fashion is communicated through photography and the media. We invite the readers to be curators themselves, and to create their own ‘augmented knowledge’ of fashion, by reading the varied themes in this book. Contributors are Claire Allen, Deidra Arrington, Naomi Braithwaite, Jill Carey, Federica Carlotto, Karen Dennis, Doris Domoszlai, Linsday E. Feeny, Nádia Fernandes, Jacque Lynn Foltyn, Alessia Grassi, Chris Jones, Lan Lan, Peng Liu, Mario Matos Ribeiro, Natalie C. McCreesh, Alex McIntosh, Alice Morin, Nolly Moyssi, Maria Patsalosavvi, Laura Petican, Jennifer Richards, Susanne Schulz, Ines Simoes, Helen Storey, Steve Swindells, Stephen Wigley, Gaye Wilson and Cecilia Winterhalter.

Basics Fashion Management 02: Fashion Promotion
Basics Fashion Management 02: Fashion Promotion

Author: Gwyneth Moore

Publisher: A&C Black

Published: 2012-11-01

Total Pages: 186

ISBN-13: 2940411875

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Fashion Promotion fully examines what's required for a 21st century fashion brand to make its mark and stay visible in a shifting consumer landscape.

Fashion through History
Fashion through History

Author: Giovanna Motta

Publisher: Cambridge Scholars Publishing

Published: 2018-06-11

Total Pages: 561

ISBN-13: 1527512126

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This collection arises from an international fashion conference held at Sapienza University in Rome, Italy, in May 2015. It is dedicated to one of the main indicators of social change, fashion, analysed within various scientific fields, historical periods, and geographical areas. It offers a comprehensive and detailed analysis of the world of clothes, starting from a historical perspective, religious clothes, and traditional costumes, and then exploring fashion theories and more recent approaches and developments in the media and advertisements. The book analyses the clothing of various cultures, including the Hittite peoples and the less explored fashion of Eastern Europe, and it deals with craft traditions and national costume in different areas, including China, Greece, Romania and Georgia. It also investigates the style of marginalized groups and youth movements and the interpretation of fashion in the studies and writings of sociologists, philosophers and linguists, such as Fausto Squillace and Christian Garve.