Search Results: social-media-for-fashion-marketing-storytelling-in-a-digital-world-required-reading-range

Social Media for Fashion Marketing

Storytelling in a Digital World

Author: Wendy K. Bendoni

Publisher: Bloomsbury Publishing

ISBN: 1474233325

Category: Business & Economics

Page: 272

View: 4988

Social Media for Fashion Marketing uses cutting edge case studies and detailed interviews to show how the business of fashion is changing in the digital landscape. Bendoni (@BendoniStyle) also considers the psychological impact of being a hyper-connected consumer and the generational gaps in social media communication. Using academic research alongside her 25 years of fashion marketing experience to offer a clear picture of the changing narrative of storytelling, social confirmation, digital nesting and how to use data to shape a brand's online presence.With practical and critical thinking activities to hone your skills into professional practice, this is the ultimate guide to social marketing, promotion, SEO, branding and communication.Featured topics- Rules of Digital Storytelling- Rethinking Gamification- Strategic Digital Marketing- The Role of Citizen Journalists- The Social Media Looking Glass- World of Influencer Marketing- Visual Consumption Economy- Global Perspective of Social Media

Fashion Marketing Communications

Author: Gaynor Lea-Greenwood

Publisher: John Wiley & Sons

ISBN: 1405150602

Category: Architecture

Page: 203

View: 4477

"Fashion marketing communications explores key issues in the way fashion is promoted to consumers: from public relations to branding and product placement; celebrity endorsement and sponsorship to visual merchandising. Gaylor Lea-Greenwood, a leading academic in fashion marketing, offers new insights on fashion media, internationalisation and measuring return on investment and effectiveness"--P. [4] of cover.

The Fundamentals of Digital Fashion Marketing

Author: Clare Harris

Publisher: Bloomsbury Publishing

ISBN: 1474220851

Category: Design

Page: 216

View: 5348

The Fundamentals of Digital Fashion Marketing introduces and explores contemporary digital marketing practices within the fashion industry. Clare Harris clearly explains key digital marketing strategies and examines and illustrates their role in fashion through exciting and memorable industry examples. Marketing practices covered include online marketing, social media, video, mobile technologies, in-store technologies, augmented reality and digital spaces.The text features interviews and case studies from some of fashion's biggest brands and most cutting-edge marketing companies, while also promoting active learning through engaging activities and exercises. This all combines to create a book that will inform, stimulate and inspire the next generation of creative marketers.

New Narratives

Stories and Storytelling in the Digital Age

Author: Ruth E. Page,Bronwen Thomas

Publisher: U of Nebraska Press

ISBN: 0803217862

Category: Literary Criticism

Page: 285

View: 9319

Just as the explosive growth of digital media has led to ever-expanding narrative possibilities and practices, so these new electronic modes of storytelling have, in their own turn, demanded a rapid and radical rethinking of narrative theory. This timely volume takes up the challenge, deeply and broadly considering the relationship between digital technology and narrative theory in the face of the changing landscape of computer-mediated communication. New Narratives reflects the diversity of its subject by bringing together some of the foremost practitioners and theorists of digital narratives. It extends the range of digital subgenres examined by narrative theorists to include forms that have become increasingly prominent, new examples of experimental hypertext, and contemporary video games. The collection also explicitly draws connections between the development of narrative theory, technological innovation, and the use of narratives in particular social and cultural contexts. Finally, New Narratives focuses on how the tools provided by new technologies may be harnessed to provide new ways of both producing and theorizing narrative. Truly interdisciplinary, the book offers broad coverage of contemporary narrative theory, including frameworks that draw from classical and postclassical narratology, linguistics, and media studies.

Constructing the Self in a Digital World

Author: Cynthia Carter Ching,Brian J. Foley

Publisher: Cambridge University Press

ISBN: 1139576453

Category: Psychology

Page: N.A

View: 3802

It has become popular in recent years to talk about 'identity' as an aspect of engagement with technology - in virtual environments, in games, in social media and in our increasingly digital world. But what do we mean by identity and how do our theories and assumptions about identity affect the kinds of questions we ask about its relationship to technology and learning? Constructing the Self in a Digital World takes up this question explicitly, bringing together authors working from different models of identity but all examining the role of technology in the learning and lives of children and youth.

Luxury Fashion Branding

Trends, Tactics, Techniques

Author: U. Okonkwo

Publisher: Springer

ISBN: 0230590888

Category: Business & Economics

Page: 332

View: 5152

This groundbreaking fashion branding and management text brings an analytical business dimension to the marketing and corporate techniques of the luxury fashion goods industry. It will make engaging reading for anyone who wishes to learn about the captivating business of turning functional products into objects of desire.

Converge

Transforming Business at the Intersection of Marketing and Technology

Author: Bob W. Lord,Ray Velez

Publisher: John Wiley & Sons

ISBN: 1118575520

Category: Business & Economics

Page: 256

View: 4662

Argues that in order to succeed, businesses must combine marketing, technology, and creativity to engage the modern consumer.

Marketing Fashion Footwear

The Business of Shoes

Author: Fiona Armstrong-Gibbs,Tamsin McLaren

Publisher: Bloomsbury Publishing

ISBN: 1472579313

Category: Design

Page: 240

View: 2785

Despite the huge market in fashion footwear, no single academic textbook specifically addresses the fashion footwear business. In general, retail, marketing, brand and business elements of the sector are both under-researched and under-represented in existing fashion marketing publications, and no single text focuses on the business and strategic direction of this product category from a fashion marketing perspective. Marketing Fashion Footwear sets out to address this gap and to demonstrate how footwear is now seen as an integral part of the retailer mix, providing fashion, marketing and design students alike with an invaluable guide to research in this product area as well as insider advice on how to gain employment in this competitive industry sector. The first book to provide in-depth insights into one of the fastest growing areas of the fashion industry, Marketing Fashion Footwear: The Business of Shoes explores the retail environment, consumer attitudes to footwear, as well as brand creation, production and protection. Marketing Fashion Footwear: The Business of Shoes takes as its specific focus the marketing and merchandising of fashion footwear, as opposed to performance footwear, or health and safety footwear, such as work boots or orthopaedic shoes. As such, Marketing Fashion Footwear: The Business of Shoes uniquely provides a comprehensive guide to the theories and strategies used to develop, manage and market fashion footwear. Key marketing, merchandising and brand management theories are applied to current case studies from some of the most successful international footwear and fashion brands, and interviews with key industry figures offer unique insights into this lucrative industry, making it a must-have text for all students of fashion retailing, fashion merchandising, fashion management, and those looking to specialise in the footwear industry.

Designers on Instagram

#fashion

Author: Council of Fashion Designers of America

Publisher: Abrams

ISBN: 1613127685

Category: Design

Page: 256

View: 7944

An original collection of photography from the biggest names in American fashion, #fashion culls the most interesting, stylish, and unique photographs on Instagram from the designers that comprise the Council of Fashion Designers of America (CFDA). Handpicked by the designers themselves, the images include choices from CFDA members such as Diane von Furstenberg, Marc Jacobs, Donna Karan, Rachel Zoe, and John Varvatos. Organized by content sections such as Behind the Scenes, Travel, and Parties, this glimpse through the lens of the designers themselves will provide photography fans and fashionistas alike with a brand-new take on their favorite tastemakers.

Multimedia Storytelling for Digital Communicators in a Multiplatform World

Author: Seth Gitner

Publisher: Routledge

ISBN: 1317517962

Category: Language Arts & Disciplines

Page: 406

View: 5832

Multimedia Storytelling for Digital Communicators in a Multiplatform World is a unique guide for all students who need to master visual communication through multiple media and platforms. Every communication field now requires students to be fluent in visual storytelling skill sets, and as the present-day media adapt to a multiplatform world (with ever-increasing delivery systems from desktops to cell phones), students specializing in different forms of communication are discovering the power of merging new multimedia technology with very old and deep-rooted storytelling concepts. Award-winning journalist and multimedia professor Seth Gitner provides students with the tools for successfully realizing this merger, from understanding conflict, characters, and plot development to conducting successful interviews, editing video in post-production, and even sourcing royalty-free music and sound effects. Incorporating how-to’s on everything from website and social media optimization to screenwriting, Multimedia Storytelling aims to be a resource for any student who needs to think and create visually, in fields across broadcast and digital journalism, film, photography, advertising, and public relations. The book also includes a range of supplemental material, including wide-ranging skills exercises for each chapter, interviews with seasoned professionals, key terms, and review questions.

[email protected] L Girls

Fashion's New Tribe

Author: Marko MacPherson

Publisher: Rizzoli Publications

ISBN: 0847858855

Category: Photography

Page: 273

View: 6675

A must-have book for today's generation of fashion lovers, [email protected] Girls celebrates a new vanguard of female digital media stars-turned-moguls through original one-on-one interviews and photographs that captures the spirit, perspective, and style of these leading fashion and new media influencers. Accessible and fresh, this unique volume celebrates today's pioneering digital media influencers - the leading female bloggers, designers, editors, entrepreneurs, creative directors, models, and activists who are shaping the future of the global fashion, beauty, and media industries.

Digital State

How the Internet is Changing Everything

Author: Simon Pont

Publisher: Kogan Page Publishers

ISBN: 0749468866

Category: Business & Economics

Page: 256

View: 9266

What is the Digital State? What is our Digital State of Mind? What does this Digital State mean for brands and for businesses? Big data, new distribution platforms, content collaboration, geo-targeting, crowdsourcing, viral marketing, mobile apps - the technological revolution has transformed the way society communicates and understands itself, and unleashed a whirlwind of new possibilities for marketers, as well as new risks. Mirroring the 'collaborative play space' Tim Berners-Lee first envisaged for the internet, Digital State brings together Simon Pont and 13 thought-leaders drawn from the worlds of advertising, marketing, media, publishing, law, finance and more, to explore what the digital age means for us as individuals, and the implications for the brands seeking to engage with us. Edited and part-written by Simon Pont, Digital State explores the possibilities and pitfalls of our digital age, an age where people can be brought together and new opportunities explored like never before. Contributors include: Faris Yakob, Strategist, creative director, writer, public speaker & geek; former Chief Innovation Officer (MDC Partners); Judd Labarthe, Former Executive Planning Director, Argonauten; Bettina Sherick, SVP, Digital Strategic Marketing, 20th Century Fox International; Austen Kay, Co-founder & Joint Managing Director, w00t! Media; Christian Johnsen, Global Strategy Director, Aegis North America, and cocreator of This Place; Hans Andersson, Senior Partner, Forsman & Bodenfors; Tamara Quinn, Head of Intellectual Property, Berwin Leighton Paisner; Nicholas Pont, SVP, PIMCO; Vicki Connerty, Head of Newcast, ZenithOptimedia Australia; Malcolm Hunter, Brand & Communications Consultant, former Chief Strategy Officer (Aegis); Greg Grimmer, Co-founder, Hurrell Moseley Dawson & Grimmer (HDMG); Stefan Terry, Founder of Leap of Being; former Managing Partner, Heavenly Group Ltd

Storytelling

Bewitching the Modern Mind

Author: Christian Salmon

Publisher: Verso Books

ISBN: 1784786608

Category: Social Science

Page: 192

View: 7071

Politics, as currently practiced, is no longer the art of the possible, but the art of the fictive. Its aim is not to change the world as it exists, but to affect the way it is perceived. This is the subject of Christian Salmon’s Storytelling, which looks at how the creative imagination has been hijacked in the twenty-first century. Salmon anatomizes the timeless human desire for narrative form and how it is abused in the marketing mechanisms behind politicians and products: luxury brands trade on their embellished histories, managers tell stories to motivate employees, soldiers in Iraq train on computer games conceived in Hollywood, and spin doctors construct political lives as if they were a folk epic. Salmon unveils the workings of a “storytelling machine” more effective and insidious as a means of oppression than anything dreamed up by Orwell. The “reality-based community”—to use a phrase coined by an aide to George W. Bush—is now regularly outmaneuvered by public relations gurus and political advisers, as they construct story arcs for a population that has come to expect them.

Stories and Social Media

Identities and Interaction

Author: Ruth E. Page

Publisher: Routledge

ISBN: 1136513531

Category: Language Arts & Disciplines

Page: 256

View: 5932

This book examines everyday stories of personal experience that are published online in contemporary forms of social media. Taking examples from discussion boards, blogs, social network sites, microblogging sites, wikis, collaborative and participatory storytelling projects, Ruth Page explores how new and existing narrative genres are being (re)shaped in different online contexts. The book shows how the characteristics of social media, which emphasize recency, interpersonal connection and mobile distribution, amplify or reverse different aspects of canonical storytelling. The new storytelling patterns which emerge provide a fresh perspective on some of the key concepts in narrative research: structure, evaluation and the location of speaker and audience in time and space. The online stories are profoundly social in nature, and perform important identity work for their tellers as they interact with their audiences - identities which range from celebrities in Twitter, cancer survivors in the blogosphere to creative writers convening storytelling projects or local histories. Stories and Social Media brings together the stories told in well-known sites like Facebook and lesser-known community archives, providing a landmark survey and critique of personal storytelling as it is being reworked online at the start of the 21st century.

Storytelling in the Digital Age

A Guide for Nonprofits

Author: Julia Campbell

Publisher: Charitychannel LLC

ISBN: 9781938077791

Category: Nonprofit organizations

Page: 200

View: 1560

Storytelling is a hot topic for nonprofits. Actually, it's the hottest topic! This book is carefully designed to help busy nonprofit practitioners and volunteers to use storytelling to grow support and to keep donors engaged. Storytelling for nonprofits is all about crafting authentic, real, emotional stories about the work that you do every day.

Infographics

The Power of Visual Storytelling

Author: Jason Lankow,Josh Ritchie,Ross Crooks

Publisher: John Wiley & Sons

ISBN: 1118421590

Category: Business & Economics

Page: 264

View: 8304

Transform your marketing efforts through the power of visual content In today's fast-paced environment, you must communicate your message in a concise and engaging way that sets it apart from the noise. Visual content—such as infographics and data visualization—can accomplish this. With DIY functionality, Infographics: The Power of Visual Storytelling will teach you how to find stories in your data, and how to visually communicate and share them with your audience for maximum impact. Infographics will show you the vast potential to using the communication medium as a marketing tool by creating informative and shareable infographic content. Learn how to explain an object, idea, or process using strong illustration that captures interest and provides instant clarity Discover how to unlock interesting stories (in previously buried or boring data) and turn them into visual communications that will help build brands and increase sales Use the power of visual content to communicate with and engage your audience, capture attention, and expand your market.

Storytelling with Data

A Data Visualization Guide for Business Professionals

Author: Cole Nussbaumer Knaflic

Publisher: John Wiley & Sons

ISBN: 1119002265

Category: Mathematics

Page: 288

View: 7600

Don't simply show your data—tell a story with it! Storytelling with Data teaches you the fundamentals of data visualization and how to communicate effectively with data. You'll discover the power of storytelling and the way to make data a pivotal point in your story. The lessons in this illuminative text are grounded in theory, but made accessible through numerous real-world examples—ready for immediate application to your next graph or presentation. Storytelling is not an inherent skill, especially when it comes to data visualization, and the tools at our disposal don't make it any easier. This book demonstrates how to go beyond conventional tools to reach the root of your data, and how to use your data to create an engaging, informative, compelling story. Specifically, you'll learn how to: Understand the importance of context and audience Determine the appropriate type of graph for your situation Recognize and eliminate the clutter clouding your information Direct your audience's attention to the most important parts of your data Think like a designer and utilize concepts of design in data visualization Leverage the power of storytelling to help your message resonate with your audience Together, the lessons in this book will help you turn your data into high impact visual stories that stick with your audience. Rid your world of ineffective graphs, one exploding 3D pie chart at a time. There is a story in your data—Storytelling with Data will give you the skills and power to tell it!

Fashion Branding and Communication

Core Strategies of European Luxury Brands

Author: Byoungho Jin,Elena Cedrola

Publisher: Springer

ISBN: 1137523433

Category: Business & Economics

Page: 188

View: 328

This second volume in the Palgrave Studies in Practice: Global Fashion Management series focuses on core strategies of branding and communication of European luxury and premium brands. Brand is a critical asset many firms strive to establish, maintain, and grow. It is more so for fashion companies when consumers purchase styles, dreams and symbolic images through a brand. The volume starts with an introductory chapter that epitomizes the essence of fashion brand management with a particular emphasis on emerging branding practices, challenges and trends in the fashion industry. The subsequent five cases demonstrate how a family workshop from a small town can grow into a global luxury or premium brand within a relatively short amount of time. Scholars and practitioners in fashion, retail, branding, and international business will learn how companies can establish a strong brand identity through innovative strategies and management.

Fashion Promotion in Practice

Author: Jon Cope,Dennis Maloney

Publisher: Bloomsbury Publishing

ISBN: 1472568923

Category: Business & Economics

Page: 216

View: 2349

Fashion lives and dies by stories. Aiming to 'tell the stories of fashion', Fashion Promotion in Practice both instructs and inspires through an entertaining look at contemporary promotional practice within the fashion industry, showing you how you can apply this to your own future brands and campaigns. Offering crucial insights into the how and why of promotional practice, Fashion Promotion in Practice explores the key issues and main areas of fashion promotion, including fashion film, the democratization of the catwalk, strategic brand collaborations, fashion magazines, celebrity endorsement, curating the fashion space, advertising, public relations, and campaign planning and evaluation. Each chapter also explores the key technologies, events and activities, which have shaped each practice. Beautifully illustrated, this go-to guide for fashion promotion contains exercises, case studies and interviews with major industry professionals, including Oliviero Toscani, Adam Drawas, Rebecca Grant, Kathryn Ferguson, Georgia Hardinge and Josie Roscopp, Diane Pernet, Andrea Leonardi and Katie Baron, making it a must-read for all those involved in the fashion industry.

Marketing Fashion, Second edition

Strategy, Branding and Promotion

Author: Harriet Posner

Publisher: Laurence King Publishing

ISBN: 9781780675664

Category: Design

Page: 240

View: 6368

Marketing and branding inform many of the strategic and creative decisions involved in fashion design and product development. Marketing is a vital component of the industry and an understanding of its importance and role is essential for those planning a career in fashion. Marketing Fashion, Second Edition is a practical guide to the fundamental principles of marketing and branding, from developing brand identity to creating a customer profile. The book explains key theoretical concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market. All tools in the modern marketer's kit are discussed, from attending fashion fairs to viral marketing and online strategies. Using examples and case studies drawn from a broad range of fashion, textile, and retail businesses, students are led through the marketing process from initial consumer and market research to the creation of exciting marketing and branding campaigns. The book is designed to appeal to students at degree or foundation level as well as those contemplating a career within the fashion industry.

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