Fashion Marketing and Communications

Olga Mitterfellner, SFHEA, is Senior Lecturer in Fashion Business Management at the University of Westminster, UK.

"The fashion industry is the quintessential example of an industry whose marketing has profoundly shaped and manipulated consumer tastes and, indeed, society. In an update and revision of her important book on marketing in the fashion industry, Olga Mitterfellner, a London-based fashion professional and teacher, reviews marketing and communication strategies and methods used in fashion in a refreshing and interesting way."­—Geoffrey T. Fong, OC, PhD, FRSC, FCAHS, University Professor of Psychology, University of Waterloo, Waterloo, Ontario, Canada"This book shows that to be a fashion lover and maintain an activist's heart are not mutually exclusive. The globally-minded concept speaks to an all-too-rare approach to fashion education for the student or professional. It has become commonplace to relate social responsibility to sustainability in the supply chain, but ethics plays a crucial role throughout the entire fashion industry. Olga's chapters blend history and modern practices in marketing to create a better understanding and support progressive change."—Monika Sklar, Associate Professor and Director/Curator of the Historic Clothing and Textiles Collection, UGA, USA"This impressive book has a refreshing look at the fundamentals of theory and practice coupled with the past and present developments of Fashion Marketing. Students and practitioners will learn, explore, and re-evaluate the industry as Olga Mitterfellner has expertly added a much-needed dialog on ethics in marketing, prompting us to think and work responsibly."—Ilan Alon (Professor), Dean of the School of Economics, The College of Management Academic Studies, Rishon LeZion, Israel"The second edition is a great core resource for all Fashion communications, promotion and marketing undergraduate and postgraduate Programmes. It is student friendly and offers a breadth of contemporary issues which contextualise the key factors and stretch our understanding of the field."—Lee Wright, PhD, FHEA, Senior Lecturer in Fashion Histories and Fashion Cultures, Liverpool John Moores University, UK

• 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