Fashion Promotion in Practice

Description

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.

Jon Cope is a Senior Lecturer in Public Relations at Westminster University, London, UK Dennis Maloney is Course Leader in Fashion Journalism at University for the Creative Arts, UK

The content of this book stays true to its title as it vividly explains current fashion promotion with many real-life examples, supported by interviews with industry experts, case studies and wonderful photographs. The structure of the book is suitable for students, as each chapter has learning outcomes, tables, reviews and exercises which can help readers memorise the vibrant material. * Olga Mitterfellner, Mediadesign Hochschule, Germany * Contemporary, relevant, and tuned into what is happening in fashion promotion now. The interviews are vital to the telling of these stories. Dynamic and lively, the book offers an engaging, exciting range of material - and a useful resource to students -- Nilgin Yusuf, former Programme Director for the Media & Communications Programme, London College of Fashion, UK A fabulous new publication and a much-needed addition to the fashion library. Comprehensive, interesting to read, and informative: it is great to see such a lively and inspiring book about contemporary practice in fashion promotion. -- Gill Stark, Head of School, School of Fashion & Design, Regent's University, London, UK