DDC 659.1974692
Kí hiệu phân loại
Tác giả CN Huggard, Emily
Nhan đề Communicating fashion brands : theoretical and practical perspectives / Emily Huggard and Jon Cope
Thông tin xuất bản New York : Routledge, 2020
Mô tả vật lý 251 tr. ; cm.
Tóm tắt 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 who meaningfully responds to and shapes culture, and builds cultural credibility around the brands that they work with. From how to maintain a dialogue with a brand's community, to the use of brand collaboration, co-creative storytelling and fashion spaces, it aims to develop reflective communication practitioners who have a deep understanding of the cultural landscape; brand strategy and industry innovation. With insights into strategies used by luxury brands including Burberry, Gucci and Dior, high-street labels like Cos, and niche brands such as Rapha and Maryam Nassir Zadeh, each chapter outlines ways of maintaining relevant and consistent brand narratives in the 21st century
Từ khóa tự do Branding (Marketing)
Từ khóa tự do Fashion merchandising
Từ khóa tự do Advertising
Địa chỉ Thư Viện Đại học Quốc tế Hồng Bàng
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100|aHuggard, Emily
245 |aCommunicating fashion brands : |btheoretical and practical perspectives / |cEmily Huggard and Jon Cope
260 |aNew York : |bRoutledge, |c2020
300 |a251 tr. ; |ccm.
520 |aWritten 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 who meaningfully responds to and shapes culture, and builds cultural credibility around the brands that they work with. From how to maintain a dialogue with a brand's community, to the use of brand collaboration, co-creative storytelling and fashion spaces, it aims to develop reflective communication practitioners who have a deep understanding of the cultural landscape; brand strategy and industry innovation. With insights into strategies used by luxury brands including Burberry, Gucci and Dior, high-street labels like Cos, and niche brands such as Rapha and Maryam Nassir Zadeh, each chapter outlines ways of maintaining relevant and consistent brand narratives in the 21st century
653 |aBranding (Marketing)
653 |aFashion merchandising
653 |aAdvertising
691 |aTruyền thông đa phương tiện
691|aQuản trị kinh doanh
852 |aThư Viện Đại học Quốc tế Hồng Bàng
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