Fashion Marketing and Communications

1. Fashion marketing from a historical perspective: early days of advertising and consumerism 2. Fashion promotion and public relations 3. The Marketing Mix and communications tools 4. The advertising agency: branding and marketing communications 5. Influencers, opinion leaders and KOLs: who is leading your opinion? 6. Digital marketing 7. Target market and segmentation 8. Target marketing and the international consumer: coding and decoding brand messages 9. Brand communication at the point of sale: sensory branding 10. A critical look at advertising: brands selling hopes, dreams and objectification 11. Sustainability and marketing 12. Trend forecasting and innovation: trends and opportunities. Bibliography and further reading. Index

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• Publicidade
• Indústrias de distribuição
• Indústrias da moda e beleza
• Media, informação e indústrias das comunicações

fashion marketing;fashion communication;ethical marketing;marketing ethics;consumerism;sustainability;public relations;advertising;branding;brand communication;consumer behaviour;consumer behavior;international marketing;fashion industry