Promoting Fashion



ISBN: 9781786272157 Category:

Barbara Graham, Caline Anouti


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.

Additional information

Weight 814 g
Dimensions 19 x 25.7 cm
Publisher name Laurence King Publishing Ltd
Publication date 1 August 2018
Number of pages 224
Format Paperback / softback
Dimensions 19 x 25.7 cm
Weight 814 g

Barbara Graham is a lecturer specializing in fashion branding and communications and business enterprise. She has taught at London Metropolitan University, Liverpool John Moores and the University of the Creative Arts.

Caline Anouti is senior lecturer at the University of Westminster and senior lecturer at Istituto Marangoni teaching fashion marketing and promotion.