The Fundamentals of Digital Fashion Marketing

Description

The Fundamentals of Digital Fashion Marketing introduces and explores contemporary digital marketing practices within the fashion industry. Clare Harris clearly explains key digital marketing strategies and examines and illustrates their role in fashion through exciting and memorable industry examples. Marketing practices covered include online marketing, social media, video, mobile technologies, in-store technologies, augmented reality and digital spaces. The text features interviews and case studies from some of fashion's biggest brands and most cutting-edge marketing companies, while also promoting active learning through engaging activities and exercises. This all combines to create a book that will inform, stimulate and inspire the next generation of creative marketers.

Clare Harris teaches creative technologies at the University of Sussex, UK and previously taught digital fashion practices at the University of Southampton. She is also a tutor for the Open University's Design Thinking course and runs her own design company, Millionsquid.

This is a lively and visually stimulating book that covers all the key factors associated with digital fashion business. Overall, the content provides an accessible introduction to the digital fashion marketing subject and individually, the various chapters provide useful starting points for more in-depth research on key topics such as fashion blogging, mobile devices, analytics and fashion video. [This book] definitely fits the needs of our course and also aligns with the overall strategic direction of our department, which is to continue to be at the forefront of all things digital across marketing, communication, media, PR, events and fashion management. As we are not yet using a title that focuses specifically on Digital Fashion Marketing, the project has a real strength and relevance for our teaching. -- Karen Cross, Subject leader for Marketing, Fashion and Retail * Robert Gordon University, Aberdeen, Scotland * I would use this book in two of my courses: Luxury Marketing (at the undergraduate level) and Entrepreneurship in the Business of Art (also undergraduate level). Marketing fashion and digital marketing is an important question and it is particularly so as it relates to luxury fashion brands. In Entrepreneurship this title will be useful because other types of products can be marketed digitally based on the fashion model. In other words, my students don't necessarily focus on fashion (some of them do) but basically everyone would benefit from an in-depth view of how digital fashion marketing works (and why it is successful). The proposed book offers both a history of the digital space as it relates to the fashion industry AND a guide on how to profitably utilize the digital space (in all its iterations) to advance/promote/and sell fashion merchandize. In fact, this is the book's strength as well. It is not only history, it is not just theory, it is a combination of history, theory, and practical advice derived from case studies and interviews with fashion professionals. -- Thomai Serdari, New York University An approachable, at-a-glance look at digital marketing for fashion. At the level it is pitched, it is a good offering... this sort of subject matter is pretty core to all fashion promotion/marketing courses. The author is obviously experienced in this area and seemingly a good person to write the book. -- Jon Cope, Senior Lecturer, University for the Creative Arts/Westminster University, London As a focused fashion text for the digital age, this book is a great addition to the field and covers a variety of topics on the vastness of technology impacting fashion marketing. -- Tasha Lewis, Assistant Professor in Fashion Design Management, Cornell University, USA This is a great introductory workbook for digital fashion marketing. It is written by a fashion expert in a simple jargon-free way that helps students understand the changing role of digital developments in the fashion system. -- Michelle Tellam Lawrence, Senior Lecturer, Fashion Marketing, Falmouth University, UK An accessible how-to guide for digital fashion marketers that introduces fashion students to the latest industry practices using contemporary case studies in a key curriculum area. -- Natascha Radclyffe-Thomas, Course Leader BA Fashion Marketing, Fashion Business School, London College of Fashion, UK