The marketing and promotion of fashion is entering a fast-moving and challenging phase. This book shows how brands can appeal to the consumer and how to select and use the tools available to communicate the brand message. Advertising campaigns, both offline and online, are discussed, together with the existing and new methods of PR and promotion. Individual chapters then look at social media, e-commerce and online fashion retail, personal selling and offline fashion retail, direct marketing, fashion shows and sales promotions, plus costing a campaign and assessing its effectiveness. Also includes case studies and interviews with leading professionals.