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Dealing with Toxic Consumers: New Balance’s Dilemma

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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Introductory business case

...Learning Objectives Upon completion of this case, students should be able to: Define and compare desirable market segmentations from undesirable associations. Describe the ramifications of consumer action and threats to brands. Create plans...

Creating the Right Relationships With Fashion Customers

Patricia Mink Rath

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Patricia Mink Rath, MS, is a consultant in marketing education in Winnetka, Illinois. Her fashion merchandising experience includes work as a retail executive in the fashion departments of specialty and department stores in the Chicago area, Boston, and San Francisco. She has taught college level courses in fashion marketing and merchandising, consumer behavior, retail buying and management, French culture and language for over three decades. Fluent in French, she has led fashion merchandising classes in Paris and Provence. Mink Rath has traveled in Europe, Central America, and Asia and gives illustrated lectures on fashion in both English and French. She is a lifetime member of the Alliance Francaise du North Shore, Association for Career and Technical Education (ACTE) and the Marketing Education Association (MEA). She is co-author of a number of texts and other educational materials for students and teachers. Mink Rath is co-author of Marketing Fashion: A Global Perspective (Fairchild Books, 2012), Essentials of Exporting and Importing: U.S.Trade Policies, Procedures and Practices (Fairchild Books, 2010) and The Why of the Buy: Consumer Behavior and Fashion (Fairchild Books, 2008). Author affiliation details are correct at time of print publication.

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Richard Petrizzi

Richard Petrizzi is based at the Illinois Institute of Art, Chicago. Author affiliation details are correct at time of print publication.

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Penny Gill

Penny Gill is a writer and journalist. Author affiliation details are correct at time of print publication.

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Marketing Fashion : A Global Perspective

Fairchild Publications, 2012

Book chapter

...This chapter examines how to organize and apply marketing research in order to segment the market, target appropriate consumers, and position a product to meet marketing goals. It also discusses the importance of managing customer...

Developing and Maintaining Profitable Customer Relationships

Patricia Mink Rath

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Patricia Mink Rath, MS, is a consultant in marketing education in Winnetka, Illinois. Her fashion merchandising experience includes work as a retail executive in the fashion departments of specialty and department stores in the Chicago area, Boston, and San Francisco. She has taught college level courses in fashion marketing and merchandising, consumer behavior, retail buying and management, French culture and language for over three decades. Fluent in French, she has led fashion merchandising classes in Paris and Provence. Mink Rath has traveled in Europe, Central America, and Asia and gives illustrated lectures on fashion in both English and French. She is a lifetime member of the Alliance Francaise du North Shore, Association for Career and Technical Education (ACTE) and the Marketing Education Association (MEA). She is co-author of a number of texts and other educational materials for students and teachers. Mink Rath is co-author of Marketing Fashion: A Global Perspective (Fairchild Books, 2012), Essentials of Exporting and Importing: U.S.Trade Policies, Procedures and Practices (Fairchild Books, 2010) and The Why of the Buy: Consumer Behavior and Fashion (Fairchild Books, 2008). Author affiliation details are correct at time of print publication.

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Richard Petrizzi

Richard Petrizzi is based at the Illinois Institute of Art, Chicago. Author affiliation details are correct at time of print publication.

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and

Penny Gill

Penny Gill is a writer and journalist. Author affiliation details are correct at time of print publication.

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Marketing Fashion : A Global Perspective

Fairchild Publications, 2012

Book chapter

...This chapter offers an overview of marketing and fashion marketing, explains marketers' long-term goals and the basic elements of the marketing process, and outlines the directions fashion marketing is moving in our global economy. What do...

Fashion Show Promotion

Judith C. Everett

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Judith C. Everett is Emeritus Professor of Merchandising in the School of Communication at Northern Arizona University, US. Author affiliation details are correct at time of print publication.

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Kristen K. Swanson

Kristen K. Swanson is a Professor of Merchandising in the School of Communication at Northern Arizona University, US. Author affiliation details are correct at time of print publication.

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José Blanco F.

José Blanco F. is an Associate Professor in the Department of Apparel Merchandising and Design at Dominican University, US. Author affiliation details are correct at time of print publication.

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Guide to Producing a Fashion Show

Fairchild Books, 2018

Book chapter

...Designer Zac Posen, actress Jessica Alba, model Heidi Klum and journalist Nina Garcia walk the runway at the Project Runway fashion show during New York Fashion Week 2017. (Photo by Frazer Harrison/ Getty Images For NYFW: The Shows)After...

Media and PR

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

...RED CARPET EVENTSSinger Billie Eilish attends the 92nd Annual Academy Awards in Hollywood in a Chanel suit. Having a high-profile celebrity or influencer wear your brand can generate media and consumer interest.The media industry as a whole...

Photo Styling

Shannon Burns-Tran

Shannon Burns-Tran

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Jenny B. Davis

Jenny B. Davis is the founder of Davis Creative LLC. She's a fashion stylist, a photo shoot producer, and a freelance writer and editor. Author affiliation details are correct at time of print publication.

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Style Wise : A Practical Guide to Becoming a Fashion Stylist

Fairchild Books, 2018

Book chapter

...Chapter topics call sheet In this chapter you will learn: The two main areas of photo styling The differences between editorial and lifestyle styling...

Selling Yourself

J. Gerald Sherman

Gerald J. Sherman is co-founder and partner of Sherman & Perlman, LLC, USA, a public relations and integrated marketing company. He has held adjunct teaching positions at the Fashion Institute of Technology in New York, Lynn University in Boca Raton, Florida, Miami International University of Art and Design in Miami, Florida and at Johnson and Wales University, College of Business, North Miami, Florida, USA. Author affiliation details are correct at time of print publication.

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S. Sar Perlman

Sar S. Perlman is a partner at Sherman & Perlman, LLC, USA, a public relations and integrated marketing company. He a veteran writer and journalist whose more than 100 articles have appeared in national and regional publications such as Car and Driver, Power and Motoryacht, Art and Antiques, Wildlife Art, Millionaire, Boca Raton, Florida International, South Florida Sun-Sentinel, among others. Author affiliation details are correct at time of print publication.

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The Real World Guide to Fashion Selling and Management

Fairchild Books, 2007

Book chapter

...Explore further the idea that salespeople sell not only products but also themselves.Understand what is meant by the phrase “dressing for success” and how a salesperson's attire can assist in building relationships with clients.Recognize...

So You Want to Be in Fashion? Fashion Auxiliary Services

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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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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In Fashion

Fairchild Books, 2021

Book chapter

...Information provided to fashion producers and retailers by fashion consultants and research agencies; trade associations and trade shows; and buying, merchandising, and product development officesDifferences among advertising, publicity...
...Learning Objectives Upon completion of this case, students should be able to: Describe the importance of the target market and brand image in visual merchandising as part of the overall marketing strategy for Harvey Nichols. Explain the use...

The Fashion Show: from Couturier to Catwalk

Jon Cope

Jon Cope is a Senior Lecturer in Public Relations on the BA (Hons) Fashion Promotion course at University for the Creative Arts, London, UK. Author affiliation details are correct at time of print publication.

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Dennis Maloney

Dennis Maloney is a Senior Lecturer across all aspects of the BA (Hons) Fashion Promotion course at the University for the Creative Arts, London, UK. Author affiliation details are correct at time of print publication.

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Fashion Promotion in Practice

Fairchild Books, 2016

Book chapter

...Naomi Campbell loses her balance on the Autumn/Winter Vivienne Westwood catwalk in 1993.The fashion show is a defining event in a designer’s career. For newcomers and veterans alike, nothing quite matches the twenty minutes in which...