Fashion Marketing and Communications

Fashion Marketing and Communications draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies. It provides a comprehensive and honest understanding of the commercial and ethical impact marketing has on the fashion industry.Offering a combination of marketing theory and practice, the book covers subjects including historical advertising and PR, modern consumerism, traditional and contemporary marketing techniques, international and inclusive marketing, outlining the opportunities and challenges facing the future of fashion marketers. This new edition has been fully revised to incorporate new chapters on sustainability marketing, digital marketing and future-facing trends within fashion marketing. Case studies and interviews with practitioners have been refreshed and broadened to include a diverse range of countries and perspectives from around the world. It also features updated and new theory frameworks, adding new and actionable frameworks to the discipline, whilst embedded activity sheets invite the reader to apply the frameworks.Examining the last 100 years of fashion marketing and communications and current theory and practice, this broad-ranging text is perfect for advanced undergraduate and postgraduate students of Fashion Marketing, Brand Management and Communications. PowerPoint slides and exercise questions are available to support the book.