Marketing Communication Strategies For Fashion Brands And Measurements Of Efficiency
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| Author | : Karola Schwindt |
| Publisher | : GRIN Verlag |
| Total Pages | : 97 |
| Release | : 2014-12-12 |
| Genre | : Business & Economics |
| ISBN | : 3656858489 |
Bachelor Thesis from the year 2014 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 2,0, Niederrhein University of Applied Sciences Mönchengladbach , language: English, abstract: To successfully communicate a fashion brand, not only the advertising message itself has to match with the relevant target group, but also the right media have to be used to address the target group. Communication that wants to catch the brands’ target group and wants to be noticed has to meet exactly their lifestyle and attitude. Solely methods of mass communication do not reach the individual target audiences anymore. That is why new ways of communication become more important. This thesis provides a framework of marketing communication strategies, traditional and up-to-date ones, which can be applied to the target groups of the fashion market. Those strategies can be combined almost unlimited. However, the media planning should be carried out target group oriented. With the help of four relevant target audiences and their use of media will be exemplified how a brand can find the suitable strategies for its target group. Knowing how to define whether a strategy was successful, is just as important as gaining the attention of customers through this strategy. Therefore, it will be determined which measurements of efficiency are applicable for which marketing communication strategies.
| Author | : Shrivastava, Archana |
| Publisher | : IGI Global |
| Total Pages | : 204 |
| Release | : 2020-06-19 |
| Genre | : Business & Economics |
| ISBN | : 1799827291 |
The apparel industry has the scale, reach, and technical expertise to deliver on-target sustainable development goals within the industry’s sphere of influence in its interconnected global and local value chains. From the farm to the consumer, the textile, retail, and apparel production industry has an array of economic, environmental, social, and governance impacts. In order to meet sustainable goals, the industry is challenged to buy and produce goods and services that do not harm the environment, society, and the economy. Circular Economy and Re-Commerce in the Fashion Industry is a pivotal reference source that explores and proposes solutions for best practices to meet sustainable development goals in the fashion industry and provides guidelines for assessing the technological landscape and modeling sustainable business practices. Highlighting a wide range of topics including digital marking, consumer behavior, and social and legal perspectives, this book is ideally designed for suppliers, brand managers, retailers, multinational investors, marketers, executives, designers, manufacturers, policymakers, researchers, academicians, and students.
| Author | : Jochen Strähle |
| Publisher | : BoD – Books on Demand |
| Total Pages | : 390 |
| Release | : 2015-04-09 |
| Genre | : Business & Economics |
| ISBN | : 3734758211 |
The fashion retail environment is changing faster than ever. This book shows the latest state of the art in both theory and practice in how to attract customers, turn them into shoppers and to develop them into lovers of any fashion business. The key-focus lies on a deep understanding of the emotional part during the buying-process. It clearly shows the potential of new digital and social media, and the integration of the on- and offline world within the fashion retail world.
| Author | : Nripendra P. Rana |
| Publisher | : Springer Nature |
| Total Pages | : 337 |
| Release | : 2019-11-11 |
| Genre | : Business & Economics |
| ISBN | : 3030243745 |
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
| Author | : Tim Jackson |
| Publisher | : Bloomsbury Publishing |
| Total Pages | : 240 |
| Release | : 2017-09-16 |
| Genre | : Business & Economics |
| ISBN | : 1137092718 |
This is the first book on the subject that combines contemporary marketing theory with analysis of operational marketing practice within the fashion industry. It contains the views of key practitioners and much original case study material from leading fashion organizations to provide unique insights into the reality of fashion marketing.
| Author | : Mark Anthony Camilleri |
| Publisher | : Emerald Group Publishing |
| Total Pages | : 210 |
| Release | : 2018-12-04 |
| Genre | : Business & Economics |
| ISBN | : 1787693759 |
The marketing of tourist destinations requires continuous strategic planning and decision making. This book provides researchers and practitioners with an in-depth understanding of different tourism products, marketing strategies and destination branding tactics, as well as useful insights into sustainable and responsible tourism practices.
| Author | : Rosemary Varley |
| Publisher | : Bloomsbury Publishing |
| Total Pages | : 449 |
| Release | : 2024-10-17 |
| Genre | : Business & Economics |
| ISBN | : 1350340553 |
Success in the fashion industry is not solely based on creativity and innovation; thought-out strategy and an astute application of management concepts are just as essential. The second edition of Fashion Management: A Strategic Approach is the ideal companion for students determined to understand the strategic frameworks vital to achieving success in the highly competitive world of fashion. With its international approach and features, including abstracts from key Bloomsbury Fashion Business Cases in each chapter, this is the go-to guide for students getting to grips with the issues facing fashion organisations today. Covering prominent brands such as Prada, Glossier, Nike and ASOS, as well as SMEs like Elvis and Kresse, this text not only prepares readers for academic success, but also for the diversity of the real-world fashion industry. The second edition of Fashion Management includes: · A new chapter on 'Managing Routes to Fashion Markets', reflecting the growing precedence of digitalisation and omnichannel retailing in the contemporary fashion industry. · A new chapter on 'Fashion Law', highlighting the importance of recognising and responding to legal issues such as intellectual property law, data protection, consumer law and influencer culture. · Substantial new material on ethics, sustainability and Corporate Social Responsibility (CSR), an understanding of which is vital as calls for transparency in the fashion industry continue to grow. · Additional and updated case studies covering a range of fashion companies from all over the world, including India, Australia, France, the UK, and many more. This is an ideal textbook for those studying on undergraduate and postgraduate degree courses in fashion management and fashion marketing. The book is also an important supplementary resource for courses in marketing, retailing and business studies.
| Author | : Vecchi, Alessandra |
| Publisher | : IGI Global |
| Total Pages | : 899 |
| Release | : 2016-05-03 |
| Genre | : Business & Economics |
| ISBN | : 1522501118 |
Innovation and novel leadership strategies have aided the successful growth of the fashion industry around the globe. However, as the dynamics of the industry are constantly changing, a deficit can emerge in the overall comprehension of industry strategies and practices. The Handbook of Research on Global Fashion Management and Merchandising explores the various facets of effective management procedures within the fashion industry. Featuring research on entrepreneurship, operations management, marketing, business modeling, and fashion technology, this publication is an extensive reference source for practitioners, academics, researchers, and students interested in the dynamics of the fashion industry.
| Author | : Ozuem, Wilson |
| Publisher | : IGI Global |
| Total Pages | : 483 |
| Release | : 2017-10-31 |
| Genre | : Business & Economics |
| ISBN | : 1522526986 |
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 | : Alice Dallabona |
| Publisher | : Taylor & Francis |
| Total Pages | : 223 |
| Release | : 2024-08-22 |
| Genre | : Business & Economics |
| ISBN | : 1040100929 |
Luxury Fashion Marketing and Branding offers a comprehensive analysis of the key theories and concepts needed to understand the promotion of luxury fashion products. It covers subjects including luxury fashion retailing, digital marketing and communication, data analytics, emerging technologies, consumer behaviour and PR. The textbook also offers a focused discussion of the challenges faced by luxury fashion brands to meet growing customer demand for ethical and sustainable practice, including concerns related to diversity, inclusivity, and cultural sensitivity. This textbook is grounded in business practices, featuring real-world examples and international case studies from both established and modern brands. Chapter objectives and summaries aid comprehension, whilst end-of-chapter questions and activities enable further research and discussion. Luxury Fashion Marketing and Branding is ideal for advanced undergraduate and postgraduate students of fashion marketing and communications, luxury fashion business and luxury brand management. Its applied approach will also make it suitable for those studying for an Executive MBA in Fashion and Luxury Management. Online resources include an instructor’s manual, lecture slides and a test bank.
