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Fashion marketing communications - encompassing image management and public relations, branding, visual merchandising, publicity campaigns, handling the media, celebrity endorsement and sponsorship, crisis management etc.
Producing Fashion looks to the past, revealing the rationale behind style choices, while explaining how the interplay of custom, invented traditions, and sales imperatives continue to drive innovation in the fashion industries.
This e-book presents the results of research into a range of these issues in a range of countries as specifically applied to the marketing of apparel. The primary focus is on the issue of age and its influence on purchasing behaviour.
Tips, case studies and tasks to help you analyse yourself, your market and your product. This new, expanded edition contains information on e-commerce, sustainability, five new case studies and updated images throughout.