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Author: Wendy K. Bendoni
Publisher: Bloomsbury Publishing
ISBN: 1474238998
Category : Business & Economics
Languages : en
Pages : 273
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Book Description
Social Media for Fashion Marketing uses cutting edge case studies and detailed interviews to show how the business of fashion is changing in the digital landscape. Bendoni (@BendoniStyle) also considers the psychological impact of being a hyper-connected consumer and the generational gaps in social media communication. Using academic research, alongside her 25 years of fashion marketing experience, Bendoni offers a clear picture of the changing narrative of storytelling, social confirmation, digital nesting and how to use data to shape a brand's online presence. With practical and critical thinking activities to hone your skills into professional practice, this is the ultimate guide to social marketing, promotion, SEO, branding and communication. Featured topics - Rules of Digital Storytelling - Rethinking Gamification - Strategic Digital Marketing - The Role of Citizen Journalists - The Social Media Looking Glass - World of Influencer Marketing - Visual Consumption Economy - Global Perspective of Social Media
Author: Wendy K. Bendoni
Publisher: Bloomsbury Publishing
ISBN: 1474238998
Category : Business & Economics
Languages : en
Pages : 273
Get Book Here
Book Description
Social Media for Fashion Marketing uses cutting edge case studies and detailed interviews to show how the business of fashion is changing in the digital landscape. Bendoni (@BendoniStyle) also considers the psychological impact of being a hyper-connected consumer and the generational gaps in social media communication. Using academic research, alongside her 25 years of fashion marketing experience, Bendoni offers a clear picture of the changing narrative of storytelling, social confirmation, digital nesting and how to use data to shape a brand's online presence. With practical and critical thinking activities to hone your skills into professional practice, this is the ultimate guide to social marketing, promotion, SEO, branding and communication. Featured topics - Rules of Digital Storytelling - Rethinking Gamification - Strategic Digital Marketing - The Role of Citizen Journalists - The Social Media Looking Glass - World of Influencer Marketing - Visual Consumption Economy - Global Perspective of Social Media
Author: Ozuem, Wilson
Publisher: IGI Global
ISBN: 1522526986
Category : Business & Economics
Languages : en
Pages : 483
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Book Description
Online shopping has become increasingly popular due to its availability and ease. As a result, it is important for companies that sell high-end products to maintain the same marketing success as companies selling more affordable brands in order keep up with the market. Digital Marketing Strategies for Fashion and Luxury Brands is an essential reference source for the latest scholarly research on the need for a variety of technologies and new techniques in which companies and brand managers can promote higher-end products. Featuring coverage on a broad range of topics and perspectives such as brand communication, mobile commerce, and multichannel retailing, this publication is ideally designed for managers, academicians, and researchers seeking current material on effectively promoting more expensive merchandise using technology.
Author: Patricia SanMiguel
Publisher: Taylor & Francis
ISBN: 1040152562
Category : Business & Economics
Languages : en
Pages : 133
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Book Description
This book introduces social network fundamentals in the fashion domain. It addresses the creation of social media marketing plans, highlighting strategic approaches that allow fashion brands to differentiate themselves in the ephemeral and challenging fashion context. Through a variety of academic and professional sources and by sharing the results of their own research, the authors present research methodologies, including netnography, visual, sentiment and argumentation analysis, for developing rigorous studies to gain social media insights that can be useful for decision-making and value creation. The book also discusses future trends regarding social media management in the fashion domain via interviews with senior fashion experts. This cutting-edge book that combines theory and practice will appeal to undergraduate and master students across a broad range of fields including fashion studies, marketing, digital marketing and communication and to young professionals who are starting to work in social media. In addition, this book is also developed for young researchers and PhD students employing social media analysis in their studies.
Author: Laura Rienda
Publisher: Springer Nature
ISBN: 3030762556
Category : Business & Economics
Languages : en
Pages : 179
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Book Description
This contributed volume captures some of the most current topics and trends in the fashion industry. It provides a theoretical and empirical analysis of the behaviour of firms in this fast-moving industry with a focus on their resources, capabilities and routines around communication and sustainability strategies in an international context. It covers hot topics such as the role of social media, sustainability, and luxury as well as brief mention on how the Covid-19 pandemic will impact fashion brands. With contributions from practitioners and academics, this book provides an overview of the debates, analysis and best practices, making it an invaluable resource for anyone studying or researching the fashion industry, branding, or luxury.
Author: Management Association, Information Resources
Publisher: IGI Global
ISBN: 179989021X
Category : Computers
Languages : en
Pages : 1865
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Book Description
Social media has become an integral part of society as social networking has become a main form of communication and human interaction. To stay relevant, businesses have adopted social media tactics to interact with consumers, conduct business, and remain competitive. Social technologies have reached a vital point in the business world, being essential in strategic decision-making processes, building relationships with consumers, marketing and branding efforts, and other important areas. While social media continues to gain importance in modern society, it is essential to determine how it functions in contemporary business. The Research Anthology on Strategies for Using Social Media as a Service and Tool in Business provides updated information on how businesses are strategically using social media and explores the role of social media in keeping businesses competitive in the global economy. The chapters will discuss how social tools work, what services businesses are utilizing, both the benefits and challenges to how social media is changing the modern business atmosphere, and more. This book is essential for researchers, instructors, social media managers, business managers, students, executives, practitioners, industry professionals, social media analysts, and all audiences interested in how social media is being used in modern businesses as both a service and integral tool.
Author: Carolyn Mair
Publisher: Routledge
ISBN: 1317217624
Category : Psychology
Languages : en
Pages : 151
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Book Description
The Psychology of Fashion offers an insightful introduction to the exciting and dynamic world of fashion in relation to human behaviour, from how clothing can affect our cognitive processes to the way retail environments manipulate consumer behaviour. The book explores how fashion design can impact healthy body image, how psychology can inform a more sustainable perspective on the production and disposal of clothing, and why we develop certain shopping behaviours. With fashion imagery ever present in the streets, press and media, The Psychology of Fashion shows how fashion and psychology can make a positive difference to our lives.
Author: Djurdja Bartlett
Publisher: A&C Black
ISBN: 0857853082
Category : Design
Languages : en
Pages : 254
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Book Description
The fashion media is in the midst of deep social and technological change. Including a broad range of case studies, from fashion plates to fashion films, and from fashion magazines to fashion blogs, this ground-breaking book provides an up-to-date examination of the role and significance of this field. Winner of the PCA/ACA Ray and Pat Browne Award for Best Edited Collection, Fashion Media includes chapters written by international scholars covering topics from historic magazine cultures and contemporary digital innovations to art and film, exploring themes such as gender, ethnicity, design, taste and authorship. Highlighting the complexity of processes that bind design, design, technology, society and identity together, Fashion Media will be of be essential reading for students of fashion studies, cultural studies, visual culture studies, design history, communications and art and design practice and theory.
Author: Tarnanidis, Theodore
Publisher: IGI Global
ISBN: 1668487551
Category : Business & Economics
Languages : en
Pages : 413
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Book Description
Today, many fashion brands use social media marketing strategies to increase awareness about their brand and influence consumers’ decision-making patterns. Further, consumers use social media platforms to find relevant and reliable information for structuring their preferences and making evaluations. Web 2.0 tools in the digital age provide consumers with a plethora of interactive and user control information that helps them acquire and share brand information, which in turn impacts their purchase decision preferences. The bulk of the data produced by social media tools provides brand marketers with information about the consumers’ wants, beliefs, commitment habits, and purchasing intentions, which in turn is useful for the development and implementation of marketing strategies. Social Media and Online Consumer Decision Making in the Fashion Industry provides critical research on effective methods, techniques, and tools for evaluating the impacts of social media on the consumer decision-making process. The book explores the pertinence of web-based social media tools and how the fashion business sector can benefit from social media innovation approaches in digital environments. Covering topics such as mobile apps, consumer decision-making processes, and communication technologies, this book is ideal for students, brand executives, marketing professionals, researchers interested in social media technology, and more.
Author: Olga Mitterfellner
Publisher: Routledge
ISBN: 042983716X
Category : Business & Economics
Languages : en
Pages : 284
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Book Description
Some of the usual obstacles to modern teachings of marketing are ethnocentricity, the limitation of creative thought by conformity to existing theories, lack of questioning of ethics, and a disconnection from historic events or sociological discourse. This book, in contrast, draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies as tools for understanding the way in which fashion works today, and re-evaluates what makes certain fashion marketing tactics fashionable. Offering a combination of theory and practice, Fashion Marketing and Communication is full of international case studies, practice-based examples and interviews with scholars and practitioners in the fashion and communications industry. Covering subjects including the history of consumerism, fashion marketing, the creative direction of the fashion brand and the use of bloggers and celebrities as marketing tools, this book delineates the opportunities and challenges facing the future of fashion media in the twenty-first century. Examining the last 100 years of marketing and communications, current theory and practice, as well as questions on the ethics of the fashion industry, this broad-ranging and critical text is perfect for undergraduate and postgraduate students of fashion marketing, branding and communication.
Author: Nancy Deihl
Publisher: Bloomsbury Publishing
ISBN: 1350000485
Category : Design
Languages : en
Pages : 368
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Book Description
This book is the first in-depth exploration of the revolutionary designers who defined American fashion in its emerging years and helped build an industry with global impact, yet have been largely forgotten. Focusing on female designers, the authors reclaim a place in history for the women who created not only for celebrities and socialites, but for millions of fashion-conscious customers across the United States. From one of America's first couturiers, Jessie Franklin Turner, to Zelda Wynn Valdes, the book captures the lost histories of the luminaries who paved the way in the world of American fashion design. This fully illustrated collection takes us from Hollywood to Broadway, from sportswear to sustainable fashion, and explores important crossovers between film, theater, and fashion. Uncovering fascinating histories of the design pioneers we should know about, the book enlarges the prevailing narrative of fashion history and will be an important reference for fashion students, historians, costume curators, and fashion enthusiasts alike.
