Communicating fashion brands theoretical and practical perspectives
| Otros Autores: | , |
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| Formato: | Libro |
| Idioma: | Inglés |
| Publicado: |
London :
Routledge, Taylor & Francis Group
[2020]
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| Materias: | |
| Ver en Universidad de Navarra: | https://unika.unav.edu/discovery/fulldisplay?docid=alma991004074229708016&context=L&vid=34UNAV_INST:VU1&search_scope=34UNAV_TODO&tab=34UNAV_TODO&lang=es |
Tabla de Contenidos:
- An introduction to fashion brand communication / Emily Huggard
- The fashion industry context / Emily Huggard
- The role of the fashion communicator as a cultural intermediary / Emily Huggard
- Motivation and the fashion consumer? / Jon Cope
- Communicating brand identity, creating fashionable identities / Rachel Lifter
- Co-creating fashion spaces / Anja Overdiek
- Co-creative storytelling / Patrick Lonergan
- Strategy : building a brand community / Jon Cope
- Strategy : the symbolic value of fashion brand collaboration / Jason Kass
- Conclusion and future directions : how fashion brand communication shapes culture / Emily Huggard and Jon Cope.
