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Communicating Fashion Brands
ISBN-13:
9780429875588
Veröffentl:
2020
Seiten:
188
Autor:
Emily Huggard
eBook Typ:
EPUB
eBook Format:
EPUB
Kopierschutz:
0 - No protection
Sprache:
Englisch
Beschreibung:
This book demonstrates how fashion brands communicate, why the practice is significant within wider society and how it can be perceived as culturally meaningful.
1. An introduction to fashion brand communication. 2. The fashion industry context. 3. The role of the fashion communicator as a cultural intermediary. 4. Motivation and the fashion consumer. 5. Creating fashionable identities. 6. Co-creating fashion spaces. 7. Co-creative storytelling. 8. Building a brand community. 9. The symbolic value of fashion brand collaboration. Conclusion and future directions: How fashion brand communication shapes culture.
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