Communicating fashion brands : theoretical and practical perspectives / Emily Huggard and Jon Cope
| データ種別 | 図書 |
|---|---|
| 出版者 | London : Routledge |
| 出版年 | 2020 |
書誌詳細を非表示
| 本文言語 | 英語 |
|---|---|
| 大きさ | xvi, 172 p. : ill. ; 24 cm |
| 一般注記 | Includes bibliographical references and index Summary: "Written for scholars and practitioners, this book is about fashion brand communication, showing how fashion brands communicate, why the practice is significant within wider society and how it can be perceived as culturally meaningful. It enables readers to connect tools and techniques of communication with their theoretical underpinnings and historical antecedents and shows how these methods can be applied to in practice. The book utilizes social, consumer and cultural theory and frameworks, rooted in psychology, sociology and economics, as mechanisms through which to analyze and deconstruct current communication strategies used by fashion brands. It presents insights and strategies for communicating authentic values, conveying a clearly defined aesthetic and visual language and generating shareable content that resonates with audiences. While each chapter focuses on a different brand case study, the common thread between each is the role of the fashion brand communicator as a cultural intermediary |
| 著者標目 | Huggard, Emily Cope, Jon |
| 件 名 | LCSH:Advertising -- Fashion
全ての件名で検索
LCSH:Fashion merchandising LCSH:Branding (Marketing) |
| 分 類 | LCC:HF6161.C44 DC23:659.19/74692 |
| ISBN | 9781138613560 |
目次／あらすじ
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