Fashion Promotion in Practice

Jon Cope is a Senior Lecturer in Public Relations at Westminster University, London, UKDennis Maloney is Course Leader in Fashion Journalism at University for the Creative Arts, UK

• Chapter 1 - Campaign Planning: Making it Happen; Introduction; Putting the P’s into Practice; Planning for Promotion; Case study - The Power of Not Planning: Non-Celebrities go Viral; Interview - Rebecca Grant, Cohn and Wolfe: Planning Fashion Promotion for Non-Fashion Brands; Interview - Cotton Incorporated: Planning to Promote; Chapter ReviewChapter 2 - Advertising and Public Relations: From Verbal to Viral; Introduction; The Development of; Integrated Fashion Advertising and PR; Interview - Oliviero Toscani: Fashion Advertising’s Original Bad Boy; Case Study - Calvin Klein: ‘Show Yours. #My Calvin’s’ Campaign; Types of Fashion PR Activity; Advertising and Media Types; Paid, Owned, Earned and Social Media; How to Write a Press Release; Going Native: The Future of Fashion Advertising and PR; Interview: Adam Drawas on the New Face of Fashion PR; Chapter ReviewChapter 3 - The Celebrity Role: From Royalty to the Rap Game; Introduction; The Origins of Celebrity in Fashion; Why Use Celebrities?; Does Celebrity Promotion Work?; Choosing and Using Your Celebrity; Industry Perspective - The Future of Celebrity in Fashion Promotion; Industry Perspective -; Working With Celebrities; Celebrities Behaving Badly; Chapter ReviewChapter 4 - Collaborations: ‘X’ Marks the Spot; Introduction; Why Collaborate?; Categorizing Fashion Collaborations; Promoting Collaborations; Industry Perspective: Collaborating with Bloggers; Charities Collaborating with Fashion: Environmental Justice Foundation ‘Just For’ Environmental T-Shirt Collaboration; Chapter ReviewChapter 5 - The Fashion Show: From Couturier to Catwalk; Introduction; The Fashion Week; The Changing Shape of the Catwalk; The Production On and Off the Catwalk; Catwalk as a Promotional Vehicle: The Communication; The End of the Clique; The Future of the Catwalk; Interview - Fiona Farnsworth, The Catwalk PR; Chapter ReviewChapter 6 - Fashion Film: From Hollywood to Hoxton; Introduction ; The Contemporary Fashion FilmCreative Film and Narrative; Industry Perspective - Kathryn Ferguson: A Fashion Filmmaker’s Perspective; Fashion Film as a Promotional Vehicle; Interview - Diane Pernet, The Future of Fashion Film: Industry Perspective; Interview - Georgia Hardinge and Josie Roscopp; Interview: Diane Pernet: International Film Festivals; Chapter ReviewChapter 7 - Events from Private Parties to Public Performances; Introduction; Events and their Audiences; Public Events; Q&A: Andrea Leonardi, Event Producer, Without Production; Experiential Events; Interview: Katie Baron; Chapter ReviewChapter 8 - Visual Merchandising: From Store to Screen; Introduction; Visual Merchandising in HistoryDepartment Stores; Window Displays: Attracting Attention; The Boutique and Edit; Does Visual Merchandising Work? The Future of Visual Merchandising; Interview: JoAnn Tan: On Curating the Fashion Space; Chapter ReviewChapter 9 - The Fashion Magazine: From Print to Pixel; Introduction; Magazines as Promotional Tools; Going Online; Types of Online Sources; A Question of Trust; Going Digital; The Future of the Magazine; Interview: Sébastien Rouchon - On Digital Publishing; Chapter ReviewResourcesIndexAcknowledgementsPicture Credits

The content of this book stays true to its title as it vividly explains current fashion promotion with many real-life examples, supported by interviews with industry experts, case studies and wonderful photographs. The structure of the book is suitable for students, as each chapter has learning outcomes, tables, reviews and exercises which can help readers memorise the vibrant material.