Overview

How can judicious use of online marketing, social media, video, mobile and in-store technologies help fashion brands reach and engage with their audience? The Fundamentals of Digital Fashion Marketing uses industry examples, including Burberry and creative agency ODD, to demonstrate how creative digital marketing practices can build vibrant, loyal communities. Covering the vital roles of influencers, analytics, pop-up stores and user-generated content, Harris, Edwards and Watt offer a practical guide to building a successful fashion brand online. This revised edition includes two new chapters on reaching underserved markets, including people with disabilities and mature consumers, and a guide to legal issues like managing consumer data & privacy. Each chapter also now concludes with a project to help you build an e-commerce website to start experimenting with your own online marketing campaigns.

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9781350168695

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Clare Harris is Senior Teaching Fellow in Creativity and Design at the University of Sussex, UK . She is also a tutor for the Open University’s Design Thinking course and runs her own design company, Millionsquid. Karen Edwards is a senior instructor at the University of South Carolina, where she teaches courses in Digital Retailing, Fashion Law, and Asset Protection. Her research involves legal issues affecting retailers and fashion brands. She is a licensed attorney, a Fulbright Specialist, and a WiX-certified instructor. Donna Watts is an instructor in the Department of Retailing at the University of South Carolina. Prior to teaching, she worked in the retail industry managing several jewelry stores. She is a certified diamontologist and a WiX-certified instructor.

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