Fundamentals of Digital Fashion Marketing

Clare Harris is Senior Teaching Fellow in Creativity and Design at the University of Sussex, UK. She is also a tutor for the Open University’s Design Thinking course and runs her own design company, Millionsquid.Karen Edwards is an associate dean and senior instructor at the University of South Carolina, USA, where she teaches courses in Digital Retailing, Fashion Law, and Asset Protection. An award-winning educator, she is also a licensed attorney. Her research involves legal issues affecting retailers and fashion brands.Donna Watts is a senior instructor at the University of South Carolina, USA, where she teaches courses in Sustainable Fashion, Retailing, and Professional Communication. As a certified diamontologist, her background is retail management in the jewelry industry.

• Introduction1. Fashion Marketing and Digital Technologies Learning objectivesFashion and MarketingThe e-volution of digital fashion marketingCustomer engagementThe online marketing mixMarketing channelsDeveloping a digital marketing strategyCase study: BurberryKnowledge checkExercise 1: Building an online presence: Get ready!2. Fashion Websites Learning objectivesFinding your audienceWebsite featuresWebsite designWebsite marketingCase study: NET-A-PORTERThe power of online brandingKnowledge checkExercise 2: Building an online presence: Get set and go!3. Digital Marketing and Search Engine Optimization Learning objectivesDigital MarketingOnline advertisingProfile: Google – funded by targeted advertisingSearch enginesSearch engine optimizationPaid advertisingEmail marketingInterview with Felix Krueger: Digital marketing budgetsAnalyticsInterview with Julia Fowler: Retail analyticsKnowledge checkExercise 3: Adding SEO-friendly products and collections to a WiX site4. Social Media and Fashion MarketingLearning objectivesSocial media and fashion marketingData-driven marketingBlogs and fashion marketingSocial networks and fashion marketingSocial networking contentUser-generated contentSocial media campaign strategiesEmerging social media technologiesThe problem of deepfakesHandling marketing misstepsKnowledge checkExercise 4: Linking your site to social media5. Fashion Videos and FilmLearning objectivesEngaging consumers through videoFashion and filmMoving imageFashion goes livePromotional videoSocial videoProduct videosThe new expertsCase study: CinematiqueInterview: Nick StricklandKnowledge checkExercise 5: Start a blog in WiX6. Fashion and Mobile MediaLearning objectivesThe mobile journeyThe mobile hubBest practices for mobile marketingBest practices for fashion phonographyMobile first!Notifications and messagingFashion appsMobile shoppingConnecting spacesDigital payment optionsKnowledge checkExercise 6: Uploading mobile phone photos in WiX7. Digital Spaces & Innovations Learning objectivesThe connected store Temporary physical storesCase study: ‘Find the perfect ?t’ at UK department store, SelfridgesPersonalization Profile: NIKE, a leader in personalizationTech-infused fashion3d printing and fashionInterview: 3D Printing with Julia Daviy, owner of eponymous label Emerging innovationsKnowledge checkExercise 7: Setting up payment and shipping preferences 8. Underserved Markets Learning objectivesUnderserved consumer groupsPeople with disabilitiesAdaptive fashionMature consumersEthnic minoritiesConsumer-sensitive communicationsCultural appropriationCase study: ‘Dolce & Gabbana’s Great Embarrassment’Interview with Ari Seth Cohen: Advanced StyleKnowledge checkExercise 8: Making your WiX site accessible9. Legal Considerations for Digital Marketers Learning objectivesFashion law and the importance of legal counselIntellectual propertyTrademarksCopyrightsAdvertisingConsumer data and privacyWebsite accessibilityKnowledge checkExercise 9: Creating a unique business logo in WiXBibliographyResourcesIndexPicture creditsAcknowledgements