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.
Cope, J. and Huggard, E. Cope, J. and Huggard, E. (ed.) 2020. Communicating Fashion Brands: Theoretical and Practical Perspectives. London Routledge.
| Title | Communicating Fashion Brands: Theoretical and Practical Perspectives |
|---|---|
| Authors | Cope, J. and Huggard, E. |
| Editors | Cope, 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. |
| Keywords | Fashion |
| Branding | |
| Communications | |
| Cultural studies | |
| Consumer culture | |
| Public relations | |
| Year | 2020 |
| Publisher | Routledge |
| Publication dates | |
| Published | 03 Mar 2020 |
| Place of publication | London |
| ISBN | 9781138613553 |
| 9781138613560 | |
| Funder | Routledge |