Social Media for Fashion Marketing: Storytelling in a Digital World

Description

Social Media for Fashion Marketing uses cutting edge case studies and detailed interviews to show how the business of fashion is changing in the digital landscape. Bendoni (@BendoniStyle) also considers the psychological impact of being a hyper-connected consumer and the generational gaps in social media communication. Using academic research, alongside her 25 years of fashion marketing experience, Bendoni offers a clear picture of the changing narrative of storytelling, social confirmation, digital nesting and how to use data to shape a brand's online presence. With practical and critical thinking activities to hone your skills into professional practice, this is the ultimate guide to social marketing, promotion, SEO, branding and communication. Featured topics - Rules of Digital Storytelling - Rethinking Gamification - Strategic Digital Marketing - The Role of Citizen Journalists - The Social Media Looking Glass - World of Influencer Marketing - Visual Consumption Economy - Global Perspective of Social Media

Wendy Bendoni is Assistant Professor and Chair of the Fashion Marketing department in the School of Business at Woodbury University, USA, and a Consumer Trend Analysis expert to the Carl Benz Academy (Mercedes Benz of China, University of Beijing and the University of Berlin).

Social Media for Marketing encompasses the creativity and cultural diversity of the online fashion world while revealing the technical and business considerations behind a successful social media campaign. It is essential reading for all fashion students as they prepare to enter a digitally connected, ever-changing global industry. I can definitely see this being required reading for both undergraduate and postgraduate Fashion Management students. -- Karen Cross, Subject leader for Marketing, Fashion and Retail, Robert Gordon University, UK This book's approach is exactly the format I want for my classroom pedagogy...which perhaps is why this is the most glowing review I have ever done. This is exactly (in my opinion) what students respond to....case studies, engaging stories, leading business/marketing ideas. Excellent all around. This book has so many amazing interviews. This text is current and well positioned. I have looked at TONS of new media/consumer texts...I really think the author has done a great day with key quotes from current industry leaders to validate the chapter assertions made. I love the breakdown of the text....very 2.0 thinking itself. Great use of graphics, charts, and really conveys somewhat complex economics and business markets in an easy to understand format. -- Jason Schmitt, Green Mountain College, USA This is a very vibrant textbook giving insight into the world of digital fashion marketing and how this impacts change within fashion brands -- Barbara Diack, Lecturer in Fashion Retailing, Heriot-Watt University, UK