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Communicating fashion brands : theoretical and practical perspectives / Emily Huggard and Jon Cope New York : Routledge, 2020251 tr. ; cm.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
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Creative advertising : Ideas and techniques from the world's best campaigns / Mario Pricken New York : Thames & Hudson, 2002263 tr. ; 30 cm.Unravels the creative processes behind some of the most original and effective advertising campaigns in recent years. Pricken showcases over 200 examples of international advertising from a wide range of media including magazines and billboards, television, cinema and the Internet.
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Point of purchase design annual. No. 9 : The 44th merchandising awards / Point of Purchase Advertising Institute New York : Visual Reference Publications, 2002175 tr. ; 29 cm.Point of Purchase Advertising InstitutePoint-of-Purchase Design Annual No. 9 is the definitive resource for what's hot and effective right now in point-of-purchase (P-O-P) advertising. The Annual features color photographs of the 250 displays that took home awards in the Outstanding Merchandising Achievement (OMA) Awards Contest sponsored by POPAI.
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