PROMOTING FASHION

The marketing and promotion of fashion is entering a fast-moving and challenging phase. This book shows how to appeal to the consume r and communicate the brand message. Advertising campaigns, both offline and online, are discussed, together with the existing and n ew methods of PR and promotion. Individual chapters then look at social media, e-commerce and online fashion retail, personal sellin g and offline fashion retail, direct marketing, fashion shows and sales promotions, plus costing a campaign.