Communicating Fashion Brands: Theoretical and Practical Perspectives
Author:   Emily Huggard ,  Jon Cope
Publisher:   Taylor & Francis Ltd
ISBN:  

9781138613560


Pages:   172
Publication Date:   03 March 2020
Format:   Paperback
Availability:   In Print   Availability explained
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Communicating Fashion Brands: Theoretical and Practical Perspectives


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Author:   Emily Huggard ,  Jon Cope
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Weight:   0.280kg
ISBN:  

9781138613560


ISBN 10:   1138613568
Pages:   172
Publication Date:   03 March 2020
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print   Availability explained
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.

Table of Contents

1. An introduction to fashion brand communication. 2. The fashion industry context. 3. The role of the fashion communicator as a cultural intermediary. 4. Motivation and the fashion consumer. 5. Creating fashionable identities. 6. Co-creating fashion spaces. 7. Co-creative storytelling. 8. Building a brand community. 9. The symbolic value of fashion brand collaboration. Conclusion and future directions: How fashion brand communication shapes culture.

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Author Information

Emily Huggard is Assistant Professor of Fashion Communication at Parsons School of Design in New York. Her research explores how brands create a space of proximity for the consumer using physical, digital and social realms, and the use of installation art as a brand experience tool in the epoch of post-consumerism and post-digital. Jon Cope leads the MA in Public Relations at Westminster University, London. His current research focuses on the use of visual materials in promotional communication. Jon co-authored and photographed the book Fashion Promotion in Practice, published in 2016. He holds an MA in Critical Global Politics from Exeter University.

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