Acknowledgments xi
Chapter 1 Introduction 1
Description of the book 2
Structure of the book 3
Chapter 2 Marketing Strategy 7
Introduction 8
Promotional strategy 8
Where are we now? 10
Where do we want to be? 10
How do we get there? 12
Models of advertising 13
Examples of promotional campaigns 13
Summary 15
References 16
Activities 16
Chapter 3 Tools and Media Channels 17
Introduction 18
Advertising 18
Public relations 26
Direct marketing 28
Personal selling 29
The retail environment 31
Summary 33
References 33
Activities 33
Chapter 4 The Power of Magazines 35
Introduction 36
A repertoire of magazines 36
The magazine–reader relationship – my magazine is my mate? 41
Teenage magazines 45
Advertising costs, circulation and context 45
Monthly and weekly magazines 50
Summary 52
References 52
Activities 53
Chapter 5 The Role of Public Relations 54
Introduction 55
Who carries out the PR function? 55
The costs of PR 57
The role of the journalist in PR 57
Credibility 58
How gender affects PR 61
Working out the value of product placement 61
Types of PR function 62
The role of the PR function 63
Providing evidence of effectiveness 68
Crisis management 69
Summary 71
References 71
Activities 71
Discussion questions 72
Chapter 6 Celebrity 73
Defining celebrity 74
Celebrity management 74
Celebrity endorsement 75
Theoretical background 77
Celebrity collaborations 79
Celebrity ranges 80
Celebrity saturation 80
Celebrity slip-ups 80
Celebrity and charities 81
The celebrity lifecycle 83
Measuring the effectiveness of celebrity endorsement 86
The major benefits of celebrity endorsements 87
The death of celebrity culture? 87
Summary 88
References 88
Activities 88
Chapter 7 The Retail Fashion Store Environment 89
Introduction 90
Consumer behaviour reviewed 90
Types of store 91
Store location 92
Approach and avoidance 94
Visual merchandising – the shop window 95
From visual merchandising to visual marketing 97
Hero pieces 98
Store layout and design 98
Stimulation of the senses 102
Store personnel 104
The virtual store environment 106
The payment experience 107
Auditing the retail environment – the mystery shopper 107
Future directions 108
Summary 109
References 109
Activities 109
Chapter 8 Trade Marketing Communications 111
Introduction 112
Press releases 113
Trade journals 117
Fashion shows 118
Fashion weeks 118
Showrooms 119
Exhibitions and trade shows 121
Trade marketing stands 125
Events 130
Websites 130
E-mail and social media 131
Supporting the trade 131
Summary 131
Activities 132
Chapter 9 International Fashion Marke ting Communications 133
Introduction 134
The international consumer 134
Operating outside the domestic market 134
Emerging markets 137
Developing versus developed markets 138
International regulatory frameworks 140
Standardisation and adaptation in international fashion marketing communications 141
General considerations for international marketing 143
Summary 145
References 146
Activities 146
Chapter 10 Regulatory Frameworks 150
Introduction 151
The role and remit of self-regulation 152
Hot topics in the fashion industry 152
The process and progress of a complaint 154
Communicating the results of adjudications 155
International considerations 156
Where the problems seem to lie 156
Summary 157
References 157
Activities 157
Chapter 11 Assessing the Effectiveness of Fashion Marketing Communications 158
Introduction 159
Models of advertising 160
Measuring effectiveness against campaign objectives 161
Assessing the effectiveness of traditional media 162
Qualitative research 165
Other methods of determining effectiveness 168
Costs of research 172
Summary 175
References 175
Activities 175
Chapter 12 Future Directions in Fashion Marketing Communications 181
Introduction 182
The changing landscape of media communications 182
Technological advances 182
Rich media and infotainment 183
Blogs 184
Career opportunities 185
Work experience 186
Top tips 191
The interview process 192
References 193
Activities 193
Index 195
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 .
"...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." (March 2013, Urbanoblog.com)
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