Fashion Marketing and Communication: Theory and Practice across the Fashion Industry

Mitterfellner, O. 2019. Fashion Marketing and Communication: Theory and Practice across the Fashion Industry. Abingdon Routledge.

TitleFashion Marketing and Communication: Theory and Practice across the Fashion Industry
AuthorsMitterfellner, O.
Abstract

Some of the usual obstacles to modern teachings of marketing are ethnocentricity, the limitation of creative thought by conformity to existing theories, lack of questioning of ethics, and a disconnection from historic events or sociological discourse. This book, in contrast, draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies as tools for understanding the way in which fashion works today, and re-evaluates what makes certain fashion marketing tactics fashionable.

Offering a combination of theory and practice, Fashion Marketing and Communication is full of international case studies, practice-based examples and interviews with scholars and practitioners in the fashion and communications industry. Covering subjects including the history of consumerism, fashion marketing, the creative direction of the fashion brand and the use of bloggers and celebrities as marketing tools, this book delineates the opportunities and challenges facing the future of fashion media in the twenty-first century.

Examining the last 100 years of marketing and communications, current theory and practice, as well as questions on the ethics of the fashion industry, this broad-ranging and critical text is perfect for undergraduate and postgraduate students of fashion marketing, branding and communication.

KeywordsFashion Marketing
Communications
Ethics
Fashion Business
Year2019
PublisherRoutledge
Publication dates
Published14 Nov 2019
Place of publicationAbingdon
SeriesMastering Fashion Management
ISBN9781138323094
9781138323087
9780429451591
Digital Object Identifier (DOI)https://doi.org/10.4324/9780429451591
Web address (URL)https://www.routledge.com/Fashion-Marketing-and-Communication-Theory-and-Practice-Across-the-Fashion/Mitterfellner/p/book/9781138323094

Related outputs

Luxury Fashion Brand Management: Unifying Fashion with Sustainability
Mitterfellner, O. 2023. Luxury Fashion Brand Management: Unifying Fashion with Sustainability. Abingdon Routledge.

What is ethical consumption?
Mitterfellner, O. 2021. What is ethical consumption? The Fashion Archive Magazine.

Textile challenge: Catering to the human body in flight
Mitterfellner, O. 2016. Textile challenge: Catering to the human body in flight. The 90th Textile Institute World Conference. Poznan, Poland 25 - 28 Apr 2016 TIWC.

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