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Fashion Marketing

Advertising, Brands and Communication

By (author) Olga Mitterfellner
Format: Paperback / softback
Publisher: Kogan Page Ltd, London, United Kingdom
Published: 3rd Dec 2017
Dimensions: w 170mm h 240mm
ISBN-10: 0749479698
ISBN-13: 9780749479695
Barcode No: 9780749479695
Synopsis
Fashion Marketing examines the latest trends in fashion promotion with particular emphasis on advertising. The book offers a comprehensive overview of the industry as a whole, with constructive discussion on some of the complex ethical issues associated with fashion marketing. These include fascinating topics such as the unhealthy self-perception that the industry endorses, the early sexualisation of children, gender marketing, and the new 'green' trend of eco-conscious fashion labels. Presenting a truly global perspective, Fashion Marketing looks to the future and acknowledges that the industry is on the verge of a completely new approach. In the wake of the digital revolution, the emergence of bloggers and online advocates has lead to an increase in voluntary brand ambassadors. With social media in the hands of young and fashion-savvy influencers, everyone can be an advertiser. Encouraging critical and independent thinking, Fashion Marketing is the go-to guide for any student seeking to understand the impact of fashion marketing on the industry as a whole.

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