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Communicating Fashion Brands

Af: Emily Huggard, Jon Cope Engelsk Paperback
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Communicating Fashion Brands

Af: Emily Huggard, Jon Cope Engelsk Paperback

This 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.

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This 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.

Produktdetaljer
Sprog: Engelsk
Sider: 172
ISBN-13: 9781138613560
Indbinding: Paperback
Udgave:
ISBN-10: 1138613568
Kategori: Mode og tekstiler
Udg. Dato: 3 mar 2020
Længde: 10mm
Bredde: 225mm
Højde: 136mm
Forlag: Taylor & Francis Ltd
Oplagsdato: 3 mar 2020
Forfatter(e): Emily Huggard, Jon Cope
Forfatter(e) Emily Huggard, Jon Cope


Kategori Mode og tekstiler


Sprog Engelsk


Indbinding Paperback


Sider 172


Udgave


Længde 10mm


Bredde 225mm


Højde 136mm


Udg. Dato 3 mar 2020


Oplagsdato 3 mar 2020

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