Luxury Fashion And Media Communication

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Luxury Fashion and Media Communication

Author : Paula von Wachenfeldt
Publisher : Bloomsbury Publishing
ISBN 13 : 1350291072
Total Pages : 225 pages
Book Rating : 4.3/5 (52 download)

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Book Synopsis Luxury Fashion and Media Communication by : Paula von Wachenfeldt

Download or read book Luxury Fashion and Media Communication written by Paula von Wachenfeldt and published by Bloomsbury Publishing. This book was released on 2023-11-30 with total page 225 pages. Available in PDF, EPUB and Kindle. Book excerpt: Using image and film advertisements, interviews, social media and public and private archives, Luxury Fashion and Media Communication offers an interdisciplinary approach to analyzing the value of the luxury object. Regular reports on consumption in media and frequent advertising on social media have allowed people all over the world to share in the issues and development of luxury; but how is it communicated, and how has it affected the consumer? An international range of scholars explore the material and immaterial value and meaning of luxury, how it is materialized and how it is communicated between the luxury industry and the consumer. Investigating French, Italian and Spanish luxury brands and their communication strategies on the global market, and including two chapters focusing specifically on the Chinese and American markets, they examine the ambiguity of the luxury commodity. This volume shows particularly the conflicting narratives between the idea of exclusivity and human skills and their mass marketing. In exploring theoretical perspectives alongside the practicalities of how luxury is communicated, Luxury Fashion and Media Communication reveals the value of the luxury object and the consumer's behaviour in relation to that value. It offers an innovative and important intervention in the inter-related fields of luxury fashion, media and communication, and key reading for scholars, students and practitioners wishing to explore the material and immaterial value of luxury.

Luxury Fashion and Media Communication

Author : Paula von Wachenfeldt
Publisher : Bloomsbury Publishing
ISBN 13 : 1350291080
Total Pages : 156 pages
Book Rating : 4.3/5 (52 download)

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Book Synopsis Luxury Fashion and Media Communication by : Paula von Wachenfeldt

Download or read book Luxury Fashion and Media Communication written by Paula von Wachenfeldt and published by Bloomsbury Publishing. This book was released on 2023-11-30 with total page 156 pages. Available in PDF, EPUB and Kindle. Book excerpt: Using image and film advertisements, interviews, social media and public and private archives, Luxury Fashion and Media Communication offers an interdisciplinary approach to analyzing the value of the luxury object. Regular reports on consumption in media and frequent advertising on social media have allowed people all over the world to share in the issues and development of luxury; but how is it communicated, and how has it affected the consumer? An international range of scholars explore the material and immaterial value and meaning of luxury, how it is materialized and how it is communicated between the luxury industry and the consumer. Investigating French, Italian and Spanish luxury brands and their communication strategies on the global market, and including two chapters focusing specifically on the Chinese and American markets, they examine the ambiguity of the luxury commodity. This volume shows particularly the conflicting narratives between the idea of exclusivity and human skills and their mass marketing. In exploring theoretical perspectives alongside the practicalities of how luxury is communicated, Luxury Fashion and Media Communication reveals the value of the luxury object and the consumer's behaviour in relation to that value. It offers an innovative and important intervention in the inter-related fields of luxury fashion, media and communication, and key reading for scholars, students and practitioners wishing to explore the material and immaterial value of luxury.

Fashion Branding and Communication

Author : Byoungho Jin
Publisher : Springer
ISBN 13 : 1137523433
Total Pages : 188 pages
Book Rating : 4.1/5 (375 download)

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Book Synopsis Fashion Branding and Communication by : Byoungho Jin

Download or read book Fashion Branding and Communication written by Byoungho Jin and published by Springer. This book was released on 2017-04-26 with total page 188 pages. Available in PDF, EPUB and Kindle. Book excerpt: This second volume in the Palgrave Studies in Practice: Global Fashion Management series focuses on core strategies of branding and communication of European luxury and premium brands. Brand is a critical asset many firms strive to establish, maintain, and grow. It is more so for fashion companies when consumers purchase styles, dreams and symbolic images through a brand. The volume starts with an introductory chapter that epitomizes the essence of fashion brand management with a particular emphasis on emerging branding practices, challenges and trends in the fashion industry. The subsequent five cases demonstrate how a family workshop from a small town can grow into a global luxury or premium brand within a relatively short amount of time. Scholars and practitioners in fashion, retail, branding, and international business will learn how companies can establish a strong brand identity through innovative strategies and management.

Fashion Marketing Communications

Author : Gaynor Lea-Greenwood
Publisher : John Wiley & Sons
ISBN 13 : 1405150602
Total Pages : 231 pages
Book Rating : 4.4/5 (51 download)

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Book Synopsis Fashion Marketing Communications by : Gaynor Lea-Greenwood

Download or read book Fashion Marketing Communications written by Gaynor Lea-Greenwood and published by John Wiley & Sons. This book was released on 2013-03-18 with total page 231 pages. Available in PDF, EPUB and Kindle. Book excerpt: Fashion is all about image. Consequently, fashion marketing communications – encompassing image management and public relations, branding, visual merchandising, publicity campaigns, handling the media, celebrity endorsement and sponsorship, crisis management etc. – have become increasingly important in the fashion business. This textbook for students of fashion design, fashion marketing, communications and the media sets out all that they need for the increasing number of courses in which the subject is a part.

The Art of Digital Marketing for Fashion and Luxury Brands

Author : Wilson Ozuem
Publisher : Springer Nature
ISBN 13 : 303070324X
Total Pages : 471 pages
Book Rating : 4.0/5 (37 download)

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Book Synopsis The Art of Digital Marketing for Fashion and Luxury Brands by : Wilson Ozuem

Download or read book The Art of Digital Marketing for Fashion and Luxury Brands written by Wilson Ozuem and published by Springer Nature. This book was released on 2021-07-17 with total page 471 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a consumer’s purchase and post-purchase trajectories. The fashion industry has evolved rapidly over the last few years with the diffusion of fast fashion and luxury democratization, not to mention the advent of ICT and the development of communication. Today, fashion companies face new challenges, such as how to manage brands and how to choose between marketplaces and digital marketspaces. While some companies focus on one channel selection, others embrace the omnichannel choice and look for a balance between the two environments. Whatever the strategy, it is essential to manage these touch-points in order to create interaction between consumers and brands, provide meaningful customer experiences, and to maximize customers’ engagement. An insightful read for scholars in marketing, fashion and retail, this book investigates the triangulation between branding, marketplace, and marketspace and its impact on the organization.

Developing Successful Global Strategies for Marketing Luxury Brands

Author : Mosca, Fabrizio
Publisher : IGI Global
ISBN 13 : 1799858839
Total Pages : 351 pages
Book Rating : 4.7/5 (998 download)

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Book Synopsis Developing Successful Global Strategies for Marketing Luxury Brands by : Mosca, Fabrizio

Download or read book Developing Successful Global Strategies for Marketing Luxury Brands written by Mosca, Fabrizio and published by IGI Global. This book was released on 2021-03-26 with total page 351 pages. Available in PDF, EPUB and Kindle. Book excerpt: In recent times, the advent of new technologies, the concerns about sustainability, and the new tastes of the youngest generations of luxury consumers have affected the traditional dynamics of the luxury goods markets. These emerging issues have caused significant changes in the marketing of luxury goods. Sustainable development is not a new practice in the luxury market but is of increasing importance. The real challenge is for luxury companies to overcome the residual corporate social responsibility perspective to embrace a real integration of environmental, ethical, and social concerns into the corporate strategy. Integrated output and sustainable processes, the introduction of non-financial reporting as operational practice, and a new orientation to circular economy practices are emerging issues that still today request for a deeper exploration both on the academic and managerial point of view. Digitalization is another relevant issue that is reshaping the business model of luxury companies. Big data, blockchain, omnichannel experience, and digital customer experience represent the main digital challenges that luxury brand companies are facing nowadays. Luxury brands must keep up with these digital demands and sustainability concerns to maintain their position in the global market. Developing Successful Global Strategies for Marketing Luxury Brands upgrades the most relevant theoretical frameworks and empirical research about the marketing of luxury goods. This book is focused on contemporary issues affecting luxury industries such as digital transformation (blockchain, big data, analytics, innovation processes), sustainable development, changes in luxury consumers’ behavior, integration between physical and online channels, and the development of social media marketing strategies. Chapters will cover areas of marketing, management, buyer behavior, and international business, creating a multidisciplinary approach for this book. This book is ideal for scholars, local government agencies and public bodies, managers, luxury business owners, along with practitioners, stakeholders, researchers, academicians, and students who are interested in emerging issues affecting the luxury market, such as sustainability and digital transformation.

Fashion Communication

Author : Teresa Sádaba
Publisher : Springer Nature
ISBN 13 : 3030813215
Total Pages : 336 pages
Book Rating : 4.0/5 (38 download)

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Book Synopsis Fashion Communication by : Teresa Sádaba

Download or read book Fashion Communication written by Teresa Sádaba and published by Springer Nature. This book was released on 2021-09-20 with total page 336 pages. Available in PDF, EPUB and Kindle. Book excerpt: These conference proceedings are the output of one of the first academic events of its nature happening globally, targeting fashion from a communication sciences perspective, including, in a broad sense, cultural heritage studies and marketing. The chapters present theoretical and empirical interdisciplinary work on how various communication practices impact the fashion industry and on societal fashion-related practices and values. The special focus of this volume is how digital transformation is changing the field and its utility to practitioners. Using these academic insights, practitioners can understand the core causes and reasons for trends and developments in the field of fashion communication and marketing.

Fashion Marketing and Communication

Author : Olga Mitterfellner
Publisher : Routledge
ISBN 13 : 042983716X
Total Pages : 273 pages
Book Rating : 4.4/5 (298 download)

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Book Synopsis Fashion Marketing and Communication by : Olga Mitterfellner

Download or read book Fashion Marketing and Communication written by Olga Mitterfellner and published by Routledge. This book was released on 2019-11-14 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: Some of the usual obstacles to modern teachings of marketing are ethnocentricity, the limitation of creative thought by conformity to existing theories, lack of questioning of ethics, and a disconnection from historic events or sociological discourse. This book, in contrast, draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies as tools for understanding the way in which fashion works today, and re-evaluates what makes certain fashion marketing tactics fashionable. Offering a combination of theory and practice, Fashion Marketing and Communication is full of international case studies, practice-based examples and interviews with scholars and practitioners in the fashion and communications industry. Covering subjects including the history of consumerism, fashion marketing, the creative direction of the fashion brand and the use of bloggers and celebrities as marketing tools, this book delineates the opportunities and challenges facing the future of fashion media in the twenty-first century. Examining the last 100 years of marketing and communications, current theory and practice, as well as questions on the ethics of the fashion industry, this broad-ranging and critical text is perfect for undergraduate and postgraduate students of fashion marketing, branding and communication.

Communicating Fashion

Author : Myles Ethan Lascity
Publisher : Bloomsbury Publishing
ISBN 13 : 1350112267
Total Pages : 288 pages
Book Rating : 4.3/5 (51 download)

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Book Synopsis Communicating Fashion by : Myles Ethan Lascity

Download or read book Communicating Fashion written by Myles Ethan Lascity and published by Bloomsbury Publishing. This book was released on 2021-03-25 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: How did you decide what to wear today? Did you base your selection on comfort or style? Did you want to blend in or stand out - or was it just the cleanest outfit available? We each make these decisions every day, reflecting how we view ourselves and impacting how others see us. Our choices matter - not just to us personally, but also to the magazine editors, brand ambassadors and trend forecasters who make a living by selling to us. Communicating Fashion introduces key concepts from the intersecting worlds of fashion and communication studies to connect how we all use clothing to express ourselves and how media systems support that process. In doing so, Myles Ethan Lascity explores social, cultural and ethical issues through the work of fashion journalism, brand promotions and the growing role of online influencers as well as the impact of film, television and art on self-image and expression. Key topics: - Advertising, Branding and Fashion Retail - Clothing, Art and Cultural Significance - Clothing as Group and Cultural Norms - Clothing, Identity and Interpersonal Communication - Fashion News and Tastemaking - Fashion, Social Media and Influencers - Meaning within the Fashion System - On-screen Clothing

Fashion & Luxury Marketing

Author : Michael R. Solomon
Publisher : SAGE
ISBN 13 : 1529765404
Total Pages : 517 pages
Book Rating : 4.5/5 (297 download)

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Book Synopsis Fashion & Luxury Marketing by : Michael R. Solomon

Download or read book Fashion & Luxury Marketing written by Michael R. Solomon and published by SAGE. This book was released on 2022-04-14 with total page 517 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written by marketing experts, this authoritative and comprehensive full-colour textbook made up of both accessible research and theory, real-world examples and case studies including Prada, Gucci and Burberry, provides students with an overview of the global fashion industry and fashion marketing, strategy, branding, communications, retailing and distribution, as well as the psychological factors involved in consuming fashion and luxury. The role of social media, celebrities and influencers such as Kim Kardashian and Lil Miquela are discussed, as is the ever-increasing role of ethical fashion and sustainability. The authors also offer an expanded view of fashion and luxury by moving beyond just clothing and apparel to include other fashionable and luxurious products and services, including technology. Packed with attractive visuals from fashion and culture, and accompanied by chapter summaries, questions and exercises, this textbook is essential reading for students studying fashion, luxury, marketing, management, retailing, branding and communications. Also provided for educators are supporting PowerPoint slides and an instructor’s manual to support use of the textbook with students. Suitable for Fashion Marketing/Fashion Consumer Behaviour modules as well as a general text for Fashion Marketing programmes. The text will also appeal to Luxury programmes (MBA etc) and Retail Marketing modules (UG).

Storytelling in Luxury Fashion

Author : Amanda Sikarskie
Publisher : Routledge
ISBN 13 : 1000259684
Total Pages : 211 pages
Book Rating : 4.0/5 (2 download)

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Book Synopsis Storytelling in Luxury Fashion by : Amanda Sikarskie

Download or read book Storytelling in Luxury Fashion written by Amanda Sikarskie and published by Routledge. This book was released on 2020-11-22 with total page 211 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines the ways in which luxury fashion brands use their heritage in their digital storytelling and marketing. With chapters from authors in China and Macau (PRC), India, Romania, Turkey, the United Kingdom, and the United States, covering British, Chinese, French, Japanese, Indian, Italian, and Turkish brands, this truly global collection is the first book of its kind devoted solely to the emerging study of digital heritage storytelling. This method of reaching potential consumers and perpetuating brand identity is a hugely important factor in the marketing of luxury brands and has yet to be studied comprehensively. The book will be of interest to scholars working in fashion studies, fashion history, design history, design studies, digital humanities, and fashion marketing.

Research Anthology on Business Continuity and Navigating Times of Crisis

Author : Management Association, Information Resources
Publisher : IGI Global
ISBN 13 : 1668445042
Total Pages : 1907 pages
Book Rating : 4.6/5 (684 download)

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Book Synopsis Research Anthology on Business Continuity and Navigating Times of Crisis by : Management Association, Information Resources

Download or read book Research Anthology on Business Continuity and Navigating Times of Crisis written by Management Association, Information Resources and published by IGI Global. This book was released on 2022-01-07 with total page 1907 pages. Available in PDF, EPUB and Kindle. Book excerpt: When the COVID-19 pandemic caused a halt in global society, many business leaders found themselves unprepared for the unprecedented change that swept across industry. Whether the need to shift to remote work or the inability to safely conduct business during a global pandemic, many businesses struggled in the transition to the “new normal.” In the wake of the pandemic, these struggles have created opportunities to study how businesses navigate these times of crisis. The Research Anthology on Business Continuity and Navigating Times of Crisis discusses the strategies, cases, and research surrounding business continuity throughout crises such as pandemics. This book analyzes business operations and the state of the economy during times of crisis and the leadership involved in recovery. Covering topics such as crisis management, entrepreneurship, and business sustainability, this four-volume comprehensive major reference work is a valuable resource for managers, CEOs, business leaders, entrepreneurs, professors and students of higher education, researchers, and academicians.

Firms in the Fashion Industry

Author : Laura Rienda
Publisher : Springer Nature
ISBN 13 : 3030762556
Total Pages : 179 pages
Book Rating : 4.0/5 (37 download)

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Book Synopsis Firms in the Fashion Industry by : Laura Rienda

Download or read book Firms in the Fashion Industry written by Laura Rienda and published by Springer Nature. This book was released on 2021-10-04 with total page 179 pages. Available in PDF, EPUB and Kindle. Book excerpt: This contributed volume captures some of the most current topics and trends in the fashion industry. It provides a theoretical and empirical analysis of the behaviour of firms in this fast-moving industry with a focus on their resources, capabilities and routines around communication and sustainability strategies in an international context. It covers hot topics such as the role of social media, sustainability, and luxury as well as brief mention on how the Covid-19 pandemic will impact fashion brands. With contributions from practitioners and academics, this book provides an overview of the debates, analysis and best practices, making it an invaluable resource for anyone studying or researching the fashion industry, branding, or luxury.

Digital Marketing Strategies for Fashion and Luxury Brands

Author : Ozuem, Wilson
Publisher : IGI Global
ISBN 13 : 1522526986
Total Pages : 460 pages
Book Rating : 4.5/5 (225 download)

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Book Synopsis Digital Marketing Strategies for Fashion and Luxury Brands by : Ozuem, Wilson

Download or read book Digital Marketing Strategies for Fashion and Luxury Brands written by Ozuem, Wilson and published by IGI Global. This book was released on 2017-10-31 with total page 460 pages. Available in PDF, EPUB and Kindle. Book excerpt: Online shopping has become increasingly popular due to its availability and ease. As a result, it is important for companies that sell high-end products to maintain the same marketing success as companies selling more affordable brands in order keep up with the market. Digital Marketing Strategies for Fashion and Luxury Brands is an essential reference source for the latest scholarly research on the need for a variety of technologies and new techniques in which companies and brand managers can promote higher-end products. Featuring coverage on a broad range of topics and perspectives such as brand communication, mobile commerce, and multichannel retailing, this publication is ideally designed for managers, academicians, and researchers seeking current material on effectively promoting more expensive merchandise using technology.

Sustainability in Luxury Fashion Business

Author : Chris K. Y. Lo
Publisher : Springer
ISBN 13 : 9811088780
Total Pages : 194 pages
Book Rating : 4.8/5 (11 download)

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Book Synopsis Sustainability in Luxury Fashion Business by : Chris K. Y. Lo

Download or read book Sustainability in Luxury Fashion Business written by Chris K. Y. Lo and published by Springer. This book was released on 2018-05-12 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book explores new approaches and strategies that luxury fashion brands could adopt in their operations toward sustainability goals. It addresses the unique challenges faced by luxury fashion brands, given that concepts of luxury and sustainability may be conflicting. In doing so, it elaborates on how fashion brands need to manage their suppliers to comply with and improve social and environmental conditions, the pressure to fulfill the triple-bottom lines, consumer demands for transparency, and social media and its advantages in achieving sustainability goals. Exploring the notion that luxury fashion brands are in a better position to pursue superior sustainability performance, it presents research that highlights how the consequences of non-compliance could have more devastating effects on luxury brands than on mass-market brands. The book is a valuable resource for academics and practitioners in the field of business, sustainability, and fashion.

Sustainable Luxury

Author : Miguel Angel Gardetti
Publisher : Springer
ISBN 13 : 9811306230
Total Pages : 169 pages
Book Rating : 4.8/5 (113 download)

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Book Synopsis Sustainable Luxury by : Miguel Angel Gardetti

Download or read book Sustainable Luxury written by Miguel Angel Gardetti and published by Springer. This book was released on 2018-06-16 with total page 169 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book highlights ten cases of entrepreneurship that – in the context of circular economy – have redefined the paradigm of luxury and the notion of exclusivity that it requires. It shows how, by using technology and a new consumption model, the ten companies have created novel business models for luxury, and more intelligent forms of use better-suited to modern times.

Luxury Indian Fashion

Author : Tereza Kuldova
Publisher : Bloomsbury Publishing
ISBN 13 : 1474220932
Total Pages : 224 pages
Book Rating : 4.4/5 (742 download)

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Book Synopsis Luxury Indian Fashion by : Tereza Kuldova

Download or read book Luxury Indian Fashion written by Tereza Kuldova and published by Bloomsbury Publishing. This book was released on 2016-03-24 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: This unique ethnographic investigation examines the role that fashion plays in the production of the contemporary Indian luxury aesthetic. Tracking luxury Indian fashion from its production in village craft workshops via upmarket design studios to fashion soirées, Kuldova investigates the Indian luxury fashion market's dependence on the production of thousands of artisans all over India, revealing a complex system of hierarchies and exploitation. In recent years, contemporary Indian design has dismissed the influence of the West and has focused on the opulent heritage luxury of the maharajas, Gulf monarchies and the Mughal Empire. Luxury Indian Fashion argues that the desire for a luxury aesthetic has become a significant force in the attempt to define contemporary Indian society. From the cultivation of erotic capital in businesswomen's dress to a discussion of masculinity and muscular neo-royals to staged designer funerals, Luxury Indian Fashion analyzes the production, consumption and aesthetics of luxury and power in India. Luxury Indian Fashion is essential reading for students of fashion history and theory, anthropology and visual culture.