Name: Fashion Promotion in Practice
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Fashion Promotion in Practice

English Language ｜ Hardcover ｜ 2019 ｜216 pages ｜ 27×21 cm

Publisher　　 Bloomsbury Academic
Author　　　　 Jon Cope (Author), Dennis Maloney (Author)
ISBN　　　 9781472568922

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Book Description

The birth, rise, and disappearance of fashion have always revolved around storytelling. Fashion Promotion in Practice takes “telling the stories of fashion” as its core theme, offering an in-depth exploration of contemporary fashion promotion strategies and professional practice. Blending theoretical perspectives with real-world industry experience, this book serves as a practical and insightful guide to fashion promotion today.

Drawing on a wide range of real-life case studies, the book examines the key areas of fashion promotion, including fashion imagery and fashion film, the democratization of the catwalk, strategic brand collaborations, fashion magazines and media operations, celebrity endorsement, curating fashion spaces, advertising, public relations, and the planning and evaluation of promotional campaigns. By addressing both the “how” and the “why” behind these practices, it helps readers understand the strategic thinking and underlying logic of fashion promotion.

Each chapter further maps out the key technologies, events, and industry activities that have shaped the development of these promotional practices, enabling readers to grasp how fashion marketing continues to evolve alongside changes in media environments and cultural contexts. The book also encourages readers to apply these methods and insights to their own future brand building and campaign planning.

Richly illustrated and highly practical, the book includes exercises, case studies, and in-depth interviews with leading figures from the international fashion and creative industries, such as Oliviero Toscani, Diane Pernet, Kathryn Ferguson, Georgia Hardinge, and Katie Baron. An essential read for fashion students, marketing and branding professionals, and anyone interested in understanding how the fashion industry communicates and promotes itself.

Authors: Jon Cope, Dennis Maloney

Publisher: Bloomsbury Academic

Year of Publication: 2019

Dimensions: 27 × 21 cm

Binding: Hardcover

Pages: 216 pages