Fashion Marketing Communications

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.

• Acknowledgments xiChapter 1 Introduction 1Description of the book 2Structure of the book 3Chapter 2 Marketing Strategy 7Introduction 8Promotional strategy 8Where are we now? 10Where do we want to be? 10How do we get there? 12Models of advertising 13Examples of promotional campaigns 13Summary 15References 16Activities 16Chapter 3 Tools and Media Channels 17Introduction 18Advertising 18Public relations 26Direct marketing 28Personal selling 29The retail environment 31Summary 33References 33Activities 33Chapter 4 The Power of Magazines 35Introduction 36A repertoire of magazines 36The magazine–reader relationship – my magazine is my mate? 41Teenage magazines 45Advertising costs, circulation and context 45Monthly and weekly magazines 50Summary 52References 52Activities 53Chapter 5 The Role of Public Relations 54Introduction 55Who carries out the PR function? 55The costs of PR 57The role of the journalist in PR 57Credibility 58How gender affects PR 61Working out the value of product placement 61Types of PR function 62The role of the PR function 63Providing evidence of effectiveness 68Crisis management 69Summary 71References 71Activities 71Discussion questions 72Chapter 6 Celebrity 73Defining celebrity 74Celebrity management 74Celebrity endorsement 75Theoretical background 77Celebrity collaborations 79Celebrity ranges 80Celebrity saturation 80Celebrity slip-ups 80Celebrity and charities 81The celebrity lifecycle 83Measuring the effectiveness of celebrity endorsement 86The major benefits of celebrity endorsements 87The death of celebrity culture? 87Summary 88References 88Activities 88Chapter 7 The Retail Fashion Store Environment 89Introduction 90Consumer behaviour reviewed 90Types of store 91Store location 92Approach and avoidance 94Visual merchandising – the shop window 95From visual merchandising to visual marketing 97Hero pieces 98Store layout and design 98Stimulation of the senses 102Store personnel 104The virtual store environment 106The payment experience 107Auditing the retail environment – the mystery shopper 107Future directions 108Summary 109References 109Activities 109Chapter 8 Trade Marketing Communications 111Introduction 112Press releases 113Trade journals 117Fashion shows 118Fashion weeks 118Showrooms 119Exhibitions and trade shows 121Trade marketing stands 125Events 130Websites 130E-mail and social media 131Supporting the trade 131Summary 131Activities 132Chapter 9 International Fashion Marke ting Communications 133Introduction 134The international consumer 134Operating outside the domestic market 134Emerging markets 137Developing versus developed markets 138International regulatory frameworks 140Standardisation and adaptation in international fashion marketing communications 141General considerations for international marketing 143Summary 145References 146Activities 146Chapter 10 Regulatory Frameworks 150Introduction 151The role and remit of self-regulation 152Hot topics in the fashion industry 152The process and progress of a complaint 154Communicating the results of adjudications 155International considerations 156Where the problems seem to lie 156Summary 157References 157Activities 157Chapter 11 Assessing the Effectiveness of Fashion Marketing Communications 158Introduction 159Models of advertising 160Measuring effectiveness against campaign objectives 161Assessing the effectiveness of traditional media 162Qualitative research 165Other methods of determining effectiveness 168Costs of research 172Summary 175References 175Activities 175Chapter 12 Future Directions in Fashion Marketing Communications 181Introduction 182The changing landscape of media communications 182Technological advances 182Rich media and infotainment 183Blogs 184Career opportunities 185Work experience 186Top tips 191The interview process 192References 193Activities 193Index 195

"... 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)