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  • Fairchild Books Library
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Fashion marketing and communication

Susan Dillon

Susan Dillon is Principal Lecturer and Subject Group Leader for Fashion and Jewellery at Sheffield Hallam University, UK. Author affiliation details are correct at time of print publication.

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The Fundamentals of Fashion Management

Bloomsbury Visual Arts, 2018

Book chapter

...Fashion communication is about the power of the brand and the logo.© Robert Alexander via Getty ImagesFashion marketing could be described as the face of the fashion industry, combining elements of promotion, advertising, design...

The Interview and the Cover Letter

Janace Bubonia-Clarke

Janace Bubonia-Clarke is an Associate Professor and Chair of the Department of Design, Merchandising & Textiles at Texas Christian University. She has taught classes in design and product development, fashion illustration, fashion show production, promotion, and textile testing among others. She is a member of the International Textile and Apparel Association and the American Association of Textile Chemists and Colorists. Author affiliation details are correct at time of print publication.

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Phyllis Borcherding

Phyllis Borcherding, ITAA, is an Assistant Professor at the University of Cincinnati. A member of the International Textiles and Apparel Association and the American Association of Textile Chemists and Colorists, she has taught courses in apparel product development, fashion buying and merchandising, and textiles. Author affiliation details are correct at time of print publication.

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Developing and Branding the Fashion Merchandising Portfolio

Fairchild Publications, 2007

Book chapter

...You can create the most amazing merchandising portfolio, but if you don't know how to use it when you apply and interview for positions, you may as well not have one. This chapter provides guidance in how to effectively market yourself...

Résumé and Cover Letter

Linda Tain

Linda Tain is a professor of fashion art, design, and history of clothing and has been teaching at the Fashion Institute of Technology for over 30 years. In 1999, she received the Chancellor's Award for Excellence in Teaching. She has conducted numerous seminars on historical costume as well as design and product development and has worked in the fashion industry as an illustrator, designer, and consultant, specializing in the designer sportswear, knitwear, and intimate apparel markets. Author affiliation details are correct at time of print publication.

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Portfolio Presentation for Fashion Designers : Fourth Edition

Fairchild Books, 2018

Book chapter

...Julia Jeong Ju Kang, Fashion Institute of TechnologyA résumé is a marketing tool—a brief summary of your qualifications to sell yourself to prospective employers. It should attract attention and spark interest, impress an employer...

Marketing Fashion Brands

Leslie Davis Burns

Dr. Leslie Davis Burns is President and Founder of Responsible Global Fashion LLC and Professor Emerita of Apparel Design and Merchandising at Oregon State University. A scholar and educator around topics related to the international apparel industries, consumer behaviour, and corporate social responsibility, Leslie is author of Sustainability and Social Change in Fashion (2019, Fairchild Books) and co-author of The Business of Fashion (6th edition forthcoming, 2020, Fairchild Books). She is also the Editor-in-Chief of the new online resource, Bloomsbury Fashion Business Cases. Leslie is a Fellow of the International Textile and Apparel Association (ITAA) and has received the Distinguished Scholar and the Educator of the Year Awards from ITAA in addition to teaching, research, and leadership awards from Oregon State University. Leslie holds a BA from Washington State University and a Ph.D. in Consumer Sciences and Retailing from Purdue University. Author affiliation details are correct at time of print publication.

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Kathy K. Mullet

Kathy K. Mullet is based at Oregon State University. Author affiliation details are correct at time of print publication.

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The Business of Fashion : Designing, Manufacturing, and Marketing

Fairchild Books, 2020

Book chapter

...IN THIS CHAPTER, YOU WILL LEARN THE FOLLOWING:successful marketing strategies used by fashion brand companies at the wholesale and retail levelsthe roles of international market centers, marts, market weeks, fashion weeks, and trade shows...

Introduction

Leslie Davis Burns

Dr. Leslie Davis Burns is President and Founder of Responsible Global Fashion LLC and Professor Emerita of Apparel Design and Merchandising at Oregon State University. A scholar and educator around topics related to the international apparel industries, consumer behaviour, and corporate social responsibility, Leslie is author of Sustainability and Social Change in Fashion (2019, Fairchild Books) and co-author of The Business of Fashion (6th edition forthcoming, 2020, Fairchild Books). She is also the Editor-in-Chief of the new online resource, Bloomsbury Fashion Business Cases. Leslie is a Fellow of the International Textile and Apparel Association (ITAA) and has received the Distinguished Scholar and the Educator of the Year Awards from ITAA in addition to teaching, research, and leadership awards from Oregon State University. Leslie holds a BA from Washington State University and a Ph.D. in Consumer Sciences and Retailing from Purdue University. Author affiliation details are correct at time of print publication.

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Fashion Business Cases : A Student Guide to Learning with Case Studies

Fairchild Books, 2021

Book chapter

...This section includes case studies that focus on the challenges and opportunities professionals in the fashion industry face and the decisions they make in the areas of fashion marketing and branding. Marketing is the “management process...

Ads, Brands, and Retail Considerations

Myles Ethan Lascity

Myles Ethan Lascity is director of the Fashion Media program, and an assistant professor of journalism, at the Southern Methodist University in Dallas, Texas, USA Author affiliation details are correct at time of print publication.

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Communicating Fashion : Clothing, Culture, and Media

Bloomsbury Visual Arts, 2021

Book chapter

...Picture it: Summer 1999. The summer has been called the “last, innocent, giddy summer.”Webster, 2015. The dot-com bubble was still in full force as Napster was introduced to the world and Beanie Babies were all the rage. The Blair Witch...

Collaboration and connection

Gwyneth Moore

Gwyneth Moore is a lecturer in Fashion Promotion at the University of South Wales. She has worked for more than 15 years in the design, communications and media industries, managing a variety of campaigns that have included public relations, marketing, social media and design disciplines. Author affiliation details are correct at time of print publication.

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Fashion Promotion : Building a Brand Through Marketing and Communication

Bloomsbury Visual Arts, 2021

Book chapter

...CELEBRITY ENDORSEMENTHigh-profile celebrities often rub shoulders with top designers. Actress Sarah Jessica Parker and fashion designer, Creative Director and Founder of Giles Deacon group, Couture Fashion House, Giles Deacon attend...

Introduction

Joseph H. Hancock

Joseph Hancock, II is an international authority in the area of fashion branding as a form of storytelling. He released his book Brand/Story: Ralph, Vera, Johnny, Billy and Other Adventures in Fashion Branding (2009), now to be released in a 2nd Edition in 2016 to be called Brand/Story: Explorations and Cases in Fashion Branding. His works on branding and storytelling have appeared in such publications as The Brand Challenge by Kartikeya Kompella (Kogan Page 2016) and Strategic Design Thinking by Natalie Nixon (Bloomsbury, 2015). He has also published two coedited books, Fashion in Popular Culture (2013) and Global Fashion Brands (2014) with Intellect Publishing through The University of Chicago Press. Dr. Hancock is the principal editor of the peer-reviewed journal Fashion, Style and Popular Culture (Intellect Publishers). He is Executive Director for Events for the Popular Culture/American Culture Associations (PCA/ACA) and was their 2009 recipient of the Felicia F. Campbell Award for Area Chairs. He has been awarded Drexel's 2008 Steinbright Cooperative Career Center's faculty of the year and recently received the 2011 Stanley J. Gwiazda Professorship Award. Dr. Hancock has received over $100,000 in grants, fellowships and awards and has generated $13,000 in corporate gifts for Drexel University. Author affiliation details are correct at time of print publication.

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Brand Story : Cases and Explorations in Fashion Branding

Fairchild Books, 2016

Book chapter

...Dolce & Gabbana Underwear advertisement, 2010.Define fashionGive the definition of fashion brandingDiscuss the combination of fashion branding and storytellingWe are what we buy, so for some of us fashion is a way to express identity...

Advertising and Promotion

V. Ann Paulins

V. Ann Paulins is director and associate professor of retail merchandising at Ohio State Universitys School of Human and Consumer Sciences. She publishes regularly in academic journals,such as the Journal of Fashion Marketing and Management, and presents her findings on consumer behavior at industry conferences. Her research interests include internship development, ethics and customer service quality, as well as examining the social psychology of consumption decisions. The American Association of Family and Consumer Sciences (AAFCS) presented her with the New Achiever award in 1997. Author affiliation details are correct at time of print publication.

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Julie L. Hillery

Julie L. Hillery is associate professor of textiles, apparel and merchandising at Northern Illinois University. In 2003, she was awarded a professorship with Kohls, a large clothing retailer based in Wisconsin, for her work as an internship coordinator between NIU students and the company. Author affiliation details are correct at time of print publication.

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Ethics in the Fashion Industry

Fairchild Books, 2020

Book chapter

...Upon completion of this chapter you will be able to:Describe various types of advertising used in the fashion industryDistinguish between unethical and illegal advertising and explain how to avoid them in practiceDiscover examples...

The Nature of Fashion

Elaine Stone

Elaine Stone was Professor Emerita, Fashion Institute of Technology, New York. Author affiliation details are correct at time of print publication.

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Sheryl A. Farnan

Sheryl A. Farnan is Professor at Metropolitan Community College, USA, where she teaches merchandising, business and marketing courses. Author affiliation details are correct at time of print publication.

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The Dynamics of Fashion

Fairchild Books, 2018

Book chapter

...Marketing and merchandising in the fashion businessThe stages of the fashion cycleThe intangibles of fashionIn his 1850 book Fashion: The Power That Influences the World, George P. Fox wrote, “Fashion is and has been and will be, through...