{"product_id":"communicating-fashion-brands-theoretical-and-practical-perspectives-paperback","title":"Communicating Fashion Brands: Theoretical and Practical Perspectives - Paperback","description":"\u003cp\u003eby \u003cb\u003eEmily Huggard\u003c\/b\u003e (Author), \u003cb\u003eJon Cope\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eThis book demonstrates how fashion brands communicate, why the practice is significant within wider society and how it can be perceived as culturally meaningful. \u003c\/p\u003e \u003cp\u003eEnabling readers to connect the tools and techniques of communication with their theoretical underpinnings and historical antecedents, the book shows how these methods can be applied in practice. The authors utilise social, consumer and cultural theory, and frameworks rooted in psychology, sociology and economics, as mechanisms to analyse and deconstruct current communication strategies used by fashion brands. The book presents insights and strategies for communicating authentic values, conveying a clearly defined aesthetic and visual language and generating shareable content that resonates with audiences. With insights into strategies used by brands including Burberry, Gucci, Dior, COS, Rapha, Warby Parker and Maryam Nassir Zadeh, each chapter outlines ways of maintaining relevant and consistent brand narratives in the 21st century. From how to sustain a dialogue with a brand's community, to the use of brand collaboration, co-creative storytelling and fashion spaces, the book aims to develop reflective communication practitioners who have a deep understanding of the cultural landscape, brand strategy and industry innovation.\u003c\/p\u003e \u003cp\u003eWritten for scholars and practitioners, this book is a valuable blend of theory and practice across the fields of fashion, communication and branding. \u003c\/p\u003e \u003cp\u003e\u003c\/p\u003e\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eEmily Huggard\u003c\/strong\u003e 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.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eJon Cope\u003c\/strong\u003e 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 \u003cem\u003eFashion Promotion in Practice\u003c\/em\u003e, published in 2016. He holds an MA in Critical Global Politics from Exeter University. \u003c\/p\u003e\u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 172\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 0.5 x 9.1 x 6.1 IN\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003eIllustrated:\u003c\/strong\u003e Yes\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e March 03, 2020\u003c\/div\u003e","brand":"Books by splitShops","offers":[{"title":"Default Title","offer_id":42729968140351,"sku":"9781138613560","price":108.84,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0105\/8226\/1823\/files\/fb8b745c7efc4b868e38a5c27bae21e0.webp?v=1765124303","url":"https:\/\/dhlswag.com\/products\/communicating-fashion-brands-theoretical-and-practical-perspectives-paperback","provider":"BBB","version":"1.0","type":"link"}