Fashion Marketing Communications

Fashion Marketing Communications

Fashion is all about image. Consequently, fashion marketing communications – encompassing image management and public relations, branding, visual merchandising, publicity campaigns, handling the media, celebrity endorsement and sponsorship, crisis management etc. – have become increasingly important in the fashion business. This textbook for students of fashion design, fashion marketing, communications and the media sets out all that they need for the increasing number of courses in which the subject is a part. "... it's a highly recommended read if you too want to work in fashion or even if you don't it gives great insight into the fashion through business eyes." (Urbanoblog.com, March 2013) Fashion is all about image. Consequently, fashion marketing communications – encompassing image management and public relations, branding, visual merchandising, publicity campaigns, handling the media, celebrity endorsement and sponsorship, crisis management etc. – have become increasingly important in the fashion business. This textbook for students of fashion design, fashion marketing, communications and the media sets out all that they need for the increasing number of courses in which the subject is a part. Fashion is all about image. Consequently, fashion marketing communications – encompassing image management and public relations, branding, visual merchandising, publicity campaigns, handling the media, celebrity endorsement and sponsorship, crisis management etc. – have become increasingly important in the fashion business. This textbook for students of fashion design, fashion marketing, communications and the media sets out all that they need for the increasing number of courses in which the subject is a part. Gaynor Lea-Greenwood, MA, BA , is Senior Lecturer in Fashion Marketing and Buying at Manchester Metropolitan University, having worked at a senior level in the fashion industry. She is an active researcher, external examiner for UK Universities and Assistant Editor of the Journal of Fashion Marketing and Management .