Communicating Fashion Brands: Theoretical and Practical Perspectives

Cope, J. and Huggard, E. Cope, J. and Huggard, E. (ed.) 2020. Communicating Fashion Brands: Theoretical and Practical Perspectives. London Routledge.

TitleCommunicating Fashion Brands: Theoretical and Practical Perspectives
AuthorsCope, J. and Huggard, E.
EditorsCope, J. and Huggard, E.
Abstract

This book is about fashion communication, showing not only how communication takes place within the world of fashion, but also why it is so significant within wider society and the extent to which it can be perceived as cultural practice.

In addition to providing a theoretical and historical background to the development of fashion communication as a vibrant and evolving force within consumer culture, it offers insights into, and strategies for maintaining relevant and consistent brand narratives in the 21st century.

The book enables readers to connect tools and techniques of communication with their theoretical underpinnings and historical antecedents, and shows how these tools and techniques can be applied to branding, styling, creative direction and public relations.

KeywordsFashion
Branding
Communications
Cultural studies
Consumer culture
Public relations
Year2020
PublisherRoutledge
Publication dates
Published03 Mar 2020
Place of publicationLondon
ISBN9781138613553
9781138613560
FunderRoutledge

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