| 000 | 02994nam a2200325Ia 4500 | ||
|---|---|---|---|
| 001 | 2830 | ||
| 008 | 230305s2020 xx 000 0 und d | ||
| 020 | _a9781138613560 | ||
| 043 | _aen_UK | ||
| 041 | _aeng | ||
| 245 | 0 | _aCommunicating fashion brands | |
| 260 |
_a _bRoutledge, _c2020 |
||
| 500 | _atheoretical and practical perspectives | ||
| 505 |
_aAn introduction to fashion brand communication / Emily Huggard _rThe fashion industry context / Emily Huggard-- _rThe role of the fashion communicator as a cultural intermediary / Emily Huggard-- _rMotivation and the fashion consumer? / Jon Cope-- _rCommunicating brand identity, creating fashionable identities / Rachel Lifter-- _rCo-creating fashion spaces / Anja Overdiek-- _rCo-creative storytelling / Patrick Lonergan-- _rStrategy : building a brand community / Jon Cope-- _rStrategy : the symbolic value of fashion brand collaboration / Jason Kass-- _rConclusion and future directions : how fashion brand communication shapes culture / Emily Huggard and Jon Cope.-- |
||
| 520 | _aThis book demonstrates how fashion brands communicate, why the practice is significant within wider society and how it can be perceived as culturally meaningful. ; ; Enabling readers to connect the tools and techniques of communication with their theoretical underpinnings and historical antecedents, the book shows how these methods can be applied in practice. The authors utilise social, consumer and cultural theory, and frameworks rooted in psychology, sociology and economics, as mechanisms to analyse and deconstruct current communication strategies used by fashion brands. The book presents insights and strategies for communicating authentic values, conveying a clearly defined aesthetic and visual language and generating shareable content that resonates with audiences. With insights into strategies used by brands including Burberry, Gucci, Dior, COS, Rapha, Warby Parker and Maryam Nassir Zadeh, each chapter outlines ways of maintaining relevant and consistent brand narratives in the 21st century. From how to sustain a dialogue with a brand's community, to the use of brand collaboration, co-creative storytelling and fashion spaces, the book aims to develop reflective communication practitioners who have a deep understanding of the cultural landscape, brand strategy and industry innovation. ; ; Written for scholars and practitioners, this book is a valuable blend of theory and practice across the fields of fashion, communication and branding. | ||
| 630 |
_aHF COMMERCE _914 |
||
| 650 | 0 |
_aAdvertising _xFashion _910801 |
|
| 650 |
_aFashion merchandising _98540 |
||
| 650 | 0 |
_aBranding (Marketing) _96284 |
|
| 650 |
_a _912 |
||
| 700 |
_aCope, Jon _eAuthor _910802 |
||
| 700 |
_aHuggard, Emily _eDirector CientÃfic _910803 |
||
| 902 | _a1149 | ||
| 905 | _am | ||
| 911 | _ahttps://biblioteca.tbs-education.es/portadas/9781138613560.jpg | ||
| 912 | _a2020-01-01 | ||
| 942 | _a1 | ||
| 953 | _d2020-03-19 18:23:09 | ||
| 999 |
_c2359 _d2359 |
||