Fashion Marketing Communications	5
	Copyright	6
	Contents	7
	Acknowledgments	13
	Chapter 1: Introduction	15
	Description of the book	16
	Structure of the book	17
	Chapter 2: Marketing Strategy	21
	Introduction	22
	Promotional strategy	22
	Where are we now?	24
	Where do we want to be?	24
	How do we get there?	26
	Models of advertising	27
	Examples of promotional campaigns	27
	Summary	29
	References	30
	Activities	30
	Chapter 3: Tools and Media Channels	31
	Introduction	32
	Advertising	32
	Television advertising	33
	Cinema advertising	35
	Magazine advertising	36
	Newspaper advertising	36
	Radio advertising	37
	Outdoor ambient media	38
	Transport ambient media	38
	Internet advertising	40
	Public relations	40
	Product placement	41
	Pop-up stores	42
	Social networking	42
	Direct marketing	42
	Personal selling	43
	The retail environment	45
	Summary	47
	References	47
	Activities	47
	Chapter 4: The Power of Magazines	49
	Introduction	50
	A repertoire of magazines	50
	The magazine–reader relationship – my magazine is my mate?	55
	Information needs	56
	Cultural needs	57
	Trust	58
	Support	58
	Status	58
	Participation	58
	Teenage magazines	59
	Advertising costs, circulation and context	59
	Product placement	61
	Advertising value equivalent (AVE)	61
	The relationship between advertising and product placement	62
	Monthly and weekly magazines	64
	Weekend supplements	65
	Celebrity and gossip magazines	65
	The recession and magazine advertising	66
	Summary	66
	References	66
	Activities	67
	Chapter 5: The Role of Public Relations	68
	Introduction	69
	Who carries out the PR function?	69
	The costs of PR	71
	The role of the journalist in PR	71
	Credibility	72
	How PR differs from traditional advertising	72
	How PR supports traditional advertising	73
	PR with no advertising budget	74
	PR as an 'afterthought'	74
	How gender affects PR	75
	Working out the value of product placement	75
	Types of PR function	76
	PR agencies	76
	In-house PR departments	77
	The role of the PR function	77
	Contacts	77
	Press releases	78
	Show cards	78
	Sponsorship	78
	Events management	81
	Providing evidence of effectiveness	82
	Crisis management	83
	Summary	85
	References	85
	Activities	85
	Discussion questions	86
	Chapter 6: Celebrity	87
	Defining celebrity	88
	Celebrity management	88
	Celebrity endorsement	89
	Brands and celebrity personalities	90
	Accidental celebrity endorsement	90
	Theoretical background	91
	Transference	92
	Attractiveness	92
	Congruence	92
	Celebrity collaborations	93
	Celebrity ranges	94
	Celebrity saturation	94
	Celebrity slip-ups	94
	Celebrity and charities	95
	The celebrity lifecycle	97
	One to watch	98
	Early recognition	99
	Global recognition	99
	Decline	100
	Resurrection and re-invention	100
	Measuring the effectiveness of celebrity endorsement	100
	The major benefits of celebrity endorsements	101
	The death of celebrity culture?	101
	Summary	102
	References	102
	Activities	102
	Chapter 7: The Retail Fashion Store Environment	103
	Introduction	104
	Consumer behaviour reviewed	104
	Types of store	105
	Store location	106
	Approach and avoidance	108
	Visual merchandising – the shop window	109
	Mannequins	109
	Themes for windows	110
	Props in display	110
	Colours in display	111
	Shape in display	111
	From visual merchandising to visual marketing	111
	Hero pieces	112
	Store layout and design	112
	Boutique layout	113
	Grid layout	113
	Racetrack layout	114
	Combining layouts	114
	Store design companies	115
	Stimulation of the senses	116
	Sight	116
	Touch	117
	Hearing	117
	Smell	117
	Store personnel	118
	Interaction between personnel and prospective consumers	119
	Changing room personnel	120
	The virtual store environment	120
	The payment experience	121
	Auditing the retail environment – the mystery shopper	121
	Future directions	122
	Summary	123
	References	123
	Activities	123
	Chapter 8: Trade Marketing Communications	125
	Introduction	126
	Press releases	127
	Trade journals	131
	Fashion shows	132
	Fashion weeks	132
	Showrooms	133
	Exhibitions and trade shows	135
	Trade marketing stands	139
	Stand personnel	140
	Lookbooks	141
	Exhibition stand builders and visible/invisible costs	141
	Promotional gift merchandise	142
	Events	144
	Websites	144
	E-mail and social media	145
	Supporting the trade	145
	Summary	145
	Activities	146
	Chapter 9: International Fashion Marketing Communications	147
	Introduction	148
	The international consumer	148
	Operating outside the domestic market	148
	Push factors	148
	Pull factors	149
	Emerging markets	151
	Developing versus developed markets	152
	International regulatory frameworks	154
	Religion	154
	Representation of women and children	154
	Language	155
	Taboos and customs	155
	Standardisation and adaptation in international fashion marketing communications	155
	Standardisation: Levi's	156
	Adaptation: H&M	157
	General considerations for international marketing	157
	Channels of communication in overseas markets	158
	Objectives of international campaigns	158
	Summary	159
	References	160
	Activities	160
	Chapter 10: Regulatory Frameworks	164
	Introduction	165
	The role and remit of self-regulation	166
	Hot topics in the fashion industry	166
	Cosmetics, facial and body enhancements	166
	Sexualisation of children	167
	Size zero	167
	Environmental claims	168
	Violent imagery	168
	The process and progress of a complaint	168
	Communicating the results of adjudications	169
	International considerations	170
	Where the problems seem to lie	170
	Summary	171
	References	171
	Activities	171
	Chapter 11: Assessing the Effectiveness of Fashion Marketing Communications	172
	Introduction	173
	Models of advertising	174
	Measuring effectiveness against campaign objectives	175
	Pre-launch research	176
	Ongoing research	176
	Post-campaign evaluation	176
	Assessing the effectiveness of traditional media	176
	Targeting in the cinema	178
	Targeting in newspapers and magazines	178
	Qualitative research	179
	Cinema	179
	Magazines	179
	Focus groups	180
	Depth interviews	180
	Other methods of determining effectiveness	182
	Recall and recognition tests	182
	Eye-tracking studies	182
	Storyboard and concept testing	183
	Consumer diaries	184
	The camera in the television	185
	Projective techniques	185
	Online research	185
	Costs of research	186
	Summary	189
	References	189
	Activities	189
	Chapter 12: Future Directions in Fashion Marketing Communications	195
	Introduction	196
	The changing landscape of media communications	196
	Technological advances	196
	Rich media and infotainment	197
	Blogs	198
	Career opportunities	199
	Work experience	200
	Top tips	205
	The interview process	206
	References	207
	Activities	207
	Index	209