Social Media for Fashion Marketing Book

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Social Media for Fashion Marketing

By Wendy K. Bendoni
  • ISBN Code: : 1474238998
  • Publisher : Bloomsbury Publishing
  • Pages : 272
  • Category : Business & Economics
  • Reads : 576
  • Book Compatibility : Pdf, ePub, Mobi, Kindle
  • Pdf : social-media-for-fashion-marketing.pdf

Book Excerpt :

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

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Book Short Summary:

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Book Short Summary:

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Book Short Summary:

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Book Short Summary:

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Book Short Summary:

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Book Short Summary:

Written by marketing experts, this authoritative and comprehensive full-colour textbook made up of both accessible research and theory, real-world examples and case studies including Prada, Gucci and Burberry, provides students with an overview of the global fashion industry and fashion marketing, strategy, branding, communications, retailing and distribution, as well as the psychological factors involved in consuming fashion and luxury. The role of social media, celebrities and influencers such as Kim Kardashian and Lil Miquela are discussed, as is the ever-increasing role of ethical fashion and sustainability. The authors also offer an expanded view of fashion and luxury by moving beyond just clothing and apparel to include other fashionable and luxurious products and services, including technology. Packed with attractive visuals from fashion and culture, and accompanied by chapter summaries, questions and exercises, this textbook is essential reading for students studying fashion, luxury, marketing, management, retailing, branding and communications. Also provided for educators are supporting PowerPoint slides and an instructor’s manual to support use of the textbook with students. Suitable for Fashion Marketing/Fashion Consumer Behaviour modules as well as a general text for Fashion Marketing programmes. The text will also appeal to Luxury programmes (MBA etc) and Retail Marketing modules (UG).

The Zen of Social Media Marketing

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  • Pdf File: the-zen-of-social-media-marketing.pdf

Book Short Summary:

The Essential How-To Guide for Social Media Marketing by Leading Expert Shama Hyder, Named "Social media’s zen master of marketing" by Entrepreneur magazine and One of LinkedIn's "Top Voices" in Marketing & Social in 2015 In 2001, at the dawn of the millennium—and the digital marketing age—the first edition of The Zen of Social Media Marketing became a global hit. In the ensuing years, updated editions helped even more marketers, entrepreneurs, students, and professionals of all types navigate the sometimes-stressful world of social media. Now, this new, fully updated edition offers timely insight to the ways social media marketing has changed and specific steps to show you exactly how to thrive and profit with ease and efficiency. Whether you’re a novice, struggler, or mastery-seeker, you already know that engaging in social media is no longer optional. People are talking about your company online and you need to be part of those conversations. However, social media marketing isn’t like traditional marketing—and treating it that way only leads to frustration and failure. In The Zen of Social Media Marketing, Shama Hyder, social media expert and president of The Marketing Zen Group, teaches you the “Zen” of using social media tools to find your own marketing nirvana. The newest edition of The Zen of Social Media Marketing gives you: - A comprehensive overview of why social media works and how to use it to drive traffic to your website and fan page - A proven process to attract followers and fans and convert them into customers and clients - The latest social media trends and step-by-step guidelines for sites and apps such as Instagram, Pinterest, Snapchat, and more - Innovative tips for mobile design - Essential advice on content marketing, email marketing, video, and targeted tactics to enhance your SEO - All-new information on why, when, and how to use online advertising - Why self-expression is the true driver of social media use and how to leverage it for your business - Insights from dozens of leading online marketers and entrepreneurs, with strategies for success

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Book Short Summary:

The Fundamentals of Fashion Management provides an in-depth look at the changing face of today's fiercely competitive fashion industry. Providing invaluable behind-the-scenes insights into the roles and processes of the industry, this book combines creative and business approaches for all those seeking to gain a solid understanding of what it means to work in the fashion sector. Packed with new visuals, case studies and exercises, The Fundamentals of Fashion Management also contains new interviews with key players from different sectors in the global fashion industry, including with a fashion forecaster, a brand account manager, a fashion buyer, a digital marketing manager, fashion journalist, and a fashion entrepreneur. With an additional new chapter on entrepreneurship and management, this a must-have handbook for all those looking to create successful business practice in fashion management, marketing, buying, retailing and related fields.

Social Media Marketing

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  • Pdf File: social-media-marketing.pdf

Book Short Summary:

**Winner of the TAA 2017 Textbook Excellence Award** “Social Media Marketing deserves special kudos for its courage in tackling the new frontier of social media marketing. This textbook challenges its readers to grapple with the daunting task of understanding rapidly evolving social media and its users.” TAA Judges Panel Social Media Marketing was the first textbook to cover this vital subject and has quickly become the market leader. It melds essential theory with practical application and covers core skills such as strategic planning for social media applications, incorporating these platforms into the brand’s marketing communications, and harnessing social media data to yield consumer insights. The authors outline the ‘four zones’ of social media that marketers can use to help achieve their strategic objectives: 1. Community 2. Publishing 3. Entertainment 4. Commerce The new third edition has been extensively updated to include new content on tactical planning and execution and coverage of the latest research within social media marketing. Expanded new case studies and examples including Facebook, Instagram, Twitter and Snapchat are discussed in relation to globally recognized brands such as Pokemon Go, Nike, Amazon Kindle and Lady Gaga. The book is complemented by a companion website that offers valuable additional resources for both instructors and students, including author videos discussing key social media marketing ideas and concepts, author-selected YouTube video playlists, additional case studies, further weblinks, PowerPoint slides and Testbank. Suitable for modules and courses on social media marketing.

The Age of Influence

By Neal Schaffer
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : HarperCollins Leadership
  • Book Code : 1400216370
  • Total of Pages : 288
  • Category : Business & Economics
  • Members : 768
  • Pdf File: the-age-of-influence.pdf

Book Short Summary:

The Age of Influence is an essential guide for marketing professionals and business owners who want to create and implement a highly effective, sustainable influencer marketing plan in order for their brands to succeed. We are amid an unprecedented digital transformation and tapping into this change is vital to any brand in today’s climate. Social media has democratized authority and influence, and information is created and consumed in ways that are constantly evolving. Internationally-recognized social media marketing expert Neal Schaffer explains how that shift plays a significant role in online marketing in the Influencer Era. Influencer marketing is about establishing relationships, turning fans into influencers, and leveraging that influence to share your message in a credible and authentic way. In The Age of Influence, Schaffer teaches entrepreneurs, marketing executives, and cutting-edge agencies how to: Identify,?approach, and engage the right influencers for their brand or product. Determine?what resources to put behind influencer campaigns. Manage the business side of influencer marketing, including tools that will help?measure ROI. Develop?their brand’s social media voice to become an influencer in its own right. This book is the definitive guide to addressing the issues disrupting marketing trends, including declining television viewership, growing social media audiences, effectively spreading their message digitally, and increasing usage of ad-blocking technology.

Fashion Promotion in Practice

By Jon Cope,Dennis Maloney
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : Bloomsbury Publishing
  • Book Code : 1472568931
  • Total of Pages : 216
  • Category : Business & Economics
  • Members : 464
  • Pdf File: fashion-promotion-in-practice.pdf

Book Short Summary:

Fashion lives and dies by stories. Aiming to 'tell the stories of fashion', Fashion Promotion in Practice both instructs and inspires through an entertaining look at contemporary promotional practice within the fashion industry, showing you how you can apply this to your own future brands and campaigns. Offering crucial insights into the how and why of promotional practice, Fashion Promotion in Practice explores the key issues and main areas of fashion promotion, including fashion film, the democratization of the catwalk, strategic brand collaborations, fashion magazines, celebrity endorsement, curating the fashion space, advertising, public relations, and campaign planning and evaluation. Each chapter also explores the key technologies, events and activities, which have shaped each practice. Beautifully illustrated, this go-to guide for fashion promotion contains exercises, case studies and interviews with major industry professionals, including Oliviero Toscani, Adam Drawas, Rebecca Grant, Kathryn Ferguson, Georgia Hardinge and Josie Roscopp, Diane Pernet, Andrea Leonardi and Katie Baron, making it a must-read for all those involved in the fashion industry.

Principles of Integrated Marketing Communications

By Lawrence Ang
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : Cambridge University Press
  • Book Code : 1108571514
  • Total of Pages :
  • Category : Business & Economics
  • Members : 218
  • Pdf File: principles-of-integrated-marketing-communications.pdf

Book Short Summary:

Marketing in the digital age poses major challenges for traditional and established practices of communication. To help readers meet these challenges Principles of Integrated Marketing Communications: An Evidence-based Approach provides a comprehensive foundation to the principles and practices of integrated marketing communications (IMC). It examines a variety of traditional and digital channels used by professionals to create wide-reaching and effective campaigns that are adapted for the aims of their organisations. This edition has been thoroughly revised and each chapter includes: case studies of significant and award-winning campaigns from both Australian and international brands that illustrate the application of explored concepts; discussion and case study questions that enable readers to critically evaluate concepts and campaigns; a managerial application section that illustrates how concepts can be applied effectively in a real situation; a 'further thinking' section that expands knowledge of advanced concepts and challenges readers to think more broadly about IMC.

Vintage Luxury Fashion

By Daniella Ryding,Claudia E. Henninger,Marta Blazquez Cano
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : Springer
  • Book Code : 3319719858
  • Total of Pages : 222
  • Category : Business & Economics
  • Members : 354
  • Pdf File: vintage-luxury-fashion.pdf

Book Short Summary:

Providing a critical insight into the growth of the secondhand luxury and vintage fashion industry, this book offers a compendium of business developments from across the globe, including examples from Europe, the Middle East and Asia. The ‘pre-loved or pre-owned’ clothing trade has grown as an economic entity, providing a living for over 100,000 people and creating a desirable and essential clothing source in under-developed economies. By debating and deliberating contemporary cases, the authors illustrate how companies can optimise key managerial activities surrounding product branding, location marketing and supply chain buying. This timely collection is an important read for anyone involved in fashion, but particularly those interested in the retail and marketing perspective of the industry, as it explores an emerging and significant retail format.

Instagram als Erfolgsfaktor für Luxusunternehmen. Social-Media-Marketing eines High-Fashion-Unternehmens

By N.a
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : GRIN Verlag
  • Book Code : 3346187535
  • Total of Pages : 204
  • Category : Business & Economics
  • Members : 769
  • Pdf File: instagram-als-erfolgsfaktor-für-luxusunternehmen-social-media-marketing-eines-high-fashion-unternehmens.pdf

Book Short Summary:

Bachelorarbeit aus dem Jahr 2019 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, Fachhochschule des Mittelstands, Sprache: Deutsch, Abstract: Ziel der Forschung ist es zu bestimmen, welchen Einfluss Instagram-Beiträge, die von Luxusmarken generiert werden, auf die Millennials haben, um folglich herauszufinden, wie relevant dieses Marketing-Tool für diesen Markt ist. Um dies zu beantworten wird eine Medienresonanzanalyse durchgeführt, in der die Instagram-Beiträge des Luxuslabels GUCCI und die entsprechenden Resonanzen der Abonnenten näher untersucht werden. Die Analyse der Ergebnisse, die mittels der qualitativen Inhaltsanalyse erfolgt, zeigt, dass die Beiträge starkes Verlangen nach den dargestellten Produkten auslösen können und dass Instagram demzufolge ein sehr relevantes Marketing-Tool für Luxusmarken darstellen kann. Zudem wird herausgestellt, dass die Beiträge strategisch gut durchdacht werden müssen, da eine ethisch vertretbare Unternehmenskultur und eine starke Markenidentität ein ausschlaggebendes Argument für den Erfolg des Instagram-Accounts sind und die Millennials sensibel auf sozial unverträgliches Handeln reagieren. Auf dieser Grundlage werden abschließend Handlungsempfehlungen getroffen, die dazu dienen sollen, die Reichweite der Beiträge zu erhöhen, das Image der Marke zu verbessern und den Wunsch nach den dargestellten Luxusprodukten auf Seiten der Millennials zusätzlich zu verstärken Der Luxusgütermarkt boomt. Einen wesentlichen Beitrag dazu liefern die Millennials, eine Generation, dessen Mitglieder zwischen 1980 und 2000 geboren sind. Die Kaufkraft dieser Generation wächst – und das zunehmend auch im Luxussegment und oft unabhängig vom jeweiligen Einkommen. Folglich steigt die Faszination für persönliche Luxusgüter. Erreicht werden kann diese Generation zum Teil über gezieltes Social-Media-Marketing. Instagram stellt dabei eine der bedeutsamsten Plattformen für das Social-Media-Marketing dar.

Fashion Journalism

By Julie Bradford
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : Routledge
  • Book Code : 1351174606
  • Total of Pages : 304
  • Category : Social Science
  • Members : 253
  • Pdf File: fashion-journalism.pdf

Book Short Summary:

This comprehensively revised and updated second edition of Fashion Journalism examines the vast changes within the industry and asks what they mean for the status, practices, and values of journalism worldwide. Providing first-hand guidance on how to report on fashion effectively and responsibly, this authoritative text covers everything from ideas generation to writing news and features, video production, podcasting, and styling, including advice on how to stay legally and ethically safe while doing so. The book takes in all types of fashion content – from journalism to branded content, and from individual content creation to editorial for fashion brands. It explores their common practices and priorities, while examining journalists’ claim to special status compared to other content producers. In conjunction with expanded theory and research, the book includes interviews with journalists, editors, bloggers, filmmakers, PRs, and brand content producers from the UK, the US, China, and the Middle East, to offer all a student or trainee needs to know to excel in fashion journalism.

The Routledge Companion to Fashion Studies

By Eugenia Paulicelli,Veronica Manlow,Elizabeth Wissinger
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : Routledge
  • Book Code : 0429554966
  • Total of Pages : 532
  • Category : Social Science
  • Members : 905
  • Pdf File: the-routledge-companion-to-fashion-studies.pdf

Book Short Summary:

This collection of original essays interrogates disciplinary boundaries in fashion, gathering fashion studies research across disciplines and from around the globe. Fashion and clothing are part of material and visual culture, cultural memory, and heritage; they contribute to shaping the way people see themselves, interact, and consume. For each of the volume’s eight parts, scholars from across the world and a variety of disciplines offer analytical tools for further research. Never neglecting the interconnectedness of disciplines and domains, these original contributions survey specific topics and critically discuss the leading views in their areas. They include discursive and reflective pieces, as well as discussions of original empirical work, and contributors include established leaders in the field, rising stars, and new voices, including practioner and industry voices. This is a comprehensive overview of the field, ideal not only for undergraduate and postgraduate fashion studies students, but also for researchers and students in communication studies, the humanities, gender and critical race studies, social sciences, and fashion design and business.

Knowledge and Social Capital

By Eric Lesser
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : Routledge
  • Book Code : 1136390456
  • Total of Pages : 208
  • Category : Business & Economics
  • Members : 635
  • Pdf File: knowledge-and-social-capital.pdf

Book Short Summary:

Social capital - the informal networks, trust and common understanding among individuals in an organization - determines major competitive advantages in today's networked economy. Knowledge and Social Capital explains how social capital can drive collaboration, reconcile an organization's internal and external labor markets, and improve organizational effectiveness. This edited compilation of authoritative articles helps readers understand how they can build and capitalize on their own organizations' social capital. Knowledge and Social Capital teaches core principles and important strategies to a range of executives, including organizational development specialists, corporate strategists, and knowledge management professionals. Readers will learn how an organization can:

Business Models and ICT Technologies for the Fashion Supply Chain

By Rinaldo Rinaldi,Romeo Bandinelli
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : Springer
  • Book Code : 3319980386
  • Total of Pages : 180
  • Category : Technology & Engineering
  • Members : 106
  • Pdf File: business-models-and-ict-technologies-for-the-fashion-supply-chain.pdf

Book Short Summary:

This book presents high-quality original contributions on the fashion supply chain. A wide spectrum of application domains are covered, processing of big data coming from digital and social media channels, fashion new product development, fashion design, fashion marketing and communication strategy, business models and entrepreneurship, e-commerce and omni-channel management, corporate social responsibility, new materials for fashion product, wearable technologies. The contents are based on presentations delivered at IT4Fashion 2017, the 7th International Conference in Business Models and ICT Technologies for the Fashion Supply Chain, which was held in Florence, Italy, in April 2017, and at IT4Fashion 2018, the 8th edition of the same conference, which was held in Florence, Italy, in April 2018. This conference series represents a targeted response to the growing need for research that reports and debates supply chain business models and technologies applied to the fashion industry, with the aim of increasing knowledge in the area of product lifecycle management and supply chain management in that industry.