02874cam a2200397 i 4500 738 738 21132008 OSt 20251027205724.0 190807s2020 enk b 001 0 eng c 2019028144 9781138323087 (hardback) 9781138323094 (paperback) 9780429451591 (ebook) LBSOR/DLC eng DLC rda DLC pcc HF6161.C44 M59 2020 746.920688 M685 2020 23 Mitterfellner, Olga, 1978- author. Fashion marketing and communication : theory and practice across the fashion industry / Olga Mitterfellner. London ; New York : Routledge, Taylor & Francis Group, 2020. xvii, 195 pages ; 25 cm text txt rdacontent unmediated n rdamedia volume nc rdacarrier Includes bibliographical references (pages 180-186) and index. "Some of the usual obstacles to modern teachings of marketing are ethnocentricity, the limitation of creative thought by conformity to existing theories, lack of questioning of ethics, and a disconnection from historic events or sociological discourse. This book, in contrast, draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies as tools for understanding the way in which fashion works today, and re-evaluates what makes certain fashion marketing tactics fashionable. Offering a combination of theory and practice, Fashion Marketing and Communication is full of international case studies, practice-based examples, and interviews with scholars and practitioners in the fashion and communications industry. Covering subjects including the history of consumerism, fashion marketing, the creative direction of the fashion brand and the use of bloggers and celebrities as marketing tools, this book delineates the opportunities and challenges facing the future of fashion media in the 21st century. Examining the last 100 years of marketing and communications, current theory and practice, as well as questions on the ethics of the fashion industry, this broad-ranging and critical text is perfect for undergraduate and postgraduate students of fashion marketing, branding and communication"-- Provided by publisher. Fashion merchandising. Advertising Fashion. Clothing trade. Communication in marketing. Branding (Marketing) Online version: Mitterfellner, Olga, 1978- Fashion marketing and communication. Abingdon, Oxon ; New York, NY : Routledge, 2020 9780429451591 (DLC) 2019028145 7 cbc orignew 1 ecip 20 y-gencatlg ddc BK 0 0 ddc 0 0 NFIC CL CL RES 2023-08-01 Purchased (Super Pages) 4090.00 10567 0 746.920688 M685 2020 10567 2023-08-01 2023-08-01 BK