Marketing Communication Strategies For Fashion Brands And Measurements Of Efficiency
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Marketing Communication Strategies For Fashion Brands And Measurements Of Efficiency
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Author : Karola Schwindt
language : en
Publisher: GRIN Verlag
Release Date : 2014-12-12
Marketing Communication Strategies For Fashion Brands And Measurements Of Efficiency written by Karola Schwindt and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-12-12 with Business & Economics categories.
Bachelor Thesis from the year 2014 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 2,0, Niederrhein University of Applied Sciences Mönchengladbach , language: English, abstract: To successfully communicate a fashion brand, not only the advertising message itself has to match with the relevant target group, but also the right media have to be used to address the target group. Communication that wants to catch the brands’ target group and wants to be noticed has to meet exactly their lifestyle and attitude. Solely methods of mass communication do not reach the individual target audiences anymore. That is why new ways of communication become more important. This thesis provides a framework of marketing communication strategies, traditional and up-to-date ones, which can be applied to the target groups of the fashion market. Those strategies can be combined almost unlimited. However, the media planning should be carried out target group oriented. With the help of four relevant target audiences and their use of media will be exemplified how a brand can find the suitable strategies for its target group. Knowing how to define whether a strategy was successful, is just as important as gaining the attention of customers through this strategy. Therefore, it will be determined which measurements of efficiency are applicable for which marketing communication strategies.
Measuring Marketing And Brand Communications Performance
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Author : Elenica Pjero
language : en
Publisher: Cambridge Scholars Publishing
Release Date : 2020-02-18
Measuring Marketing And Brand Communications Performance written by Elenica Pjero and has been published by Cambridge Scholars Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-02-18 with Business & Economics categories.
Under the contemporary business conditions of hyper-competition, incessant change and pressure for growth and profitability, better management of marketing budgets has become an imperative for companies. In addition, properly monitoring and measuring marketing and brand communication strategies and tactics has become a critical factor for success across the geographic and typological organisational spectrum. This book explores how appropriately applied management initiatives on marketing and brand communications, through defined and measured consumer-centred processes, can be more successful and provide significant marketing return on investment (ROI). Moreover, the notions, methods and approaches described here ultimately constitute the tools of developing, measuring and improving strategy design and implementation. In addition, they are linked to a number of wider business goals, such as increased customer basis, stronger customer relationships, cost control, increased consumer loyalty, and brand building. In this vein, the book proposes various means of generating greater returns from marketing and brand investments, maximising both their efficiency and effectiveness. This, in turn, allows for greater financial resources to be reinvested towards consumer and employee satisfaction, strengthening the stability and viability of the company.
Communicating Fashion Brands
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Author : Emily Huggard
language : en
Publisher: Routledge
Release Date : 2020-02-19
Communicating Fashion Brands written by Emily Huggard and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-02-19 with Social Science categories.
This book demonstrates how fashion brands communicate, why the practice is significant within wider society and how it can be perceived as culturally meaningful. Enabling 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. Written for scholars and practitioners, this book is a valuable blend of theory and practice across the fields of fashion, communication and branding.
Fashion Branding And Communication
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Author : Byoungho Jin
language : en
Publisher: Springer
Release Date : 2017-04-26
Fashion Branding And Communication written by Byoungho Jin and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-04-26 with Business & Economics categories.
This second volume in the Palgrave Studies in Practice: Global Fashion Management series focuses on core strategies of branding and communication of European luxury and premium brands. Brand is a critical asset many firms strive to establish, maintain, and grow. It is more so for fashion companies when consumers purchase styles, dreams and symbolic images through a brand. The volume starts with an introductory chapter that epitomizes the essence of fashion brand management with a particular emphasis on emerging branding practices, challenges and trends in the fashion industry. The subsequent five cases demonstrate how a family workshop from a small town can grow into a global luxury or premium brand within a relatively short amount of time. Scholars and practitioners in fashion, retail, branding, and international business will learn how companies can establish a strong brand identity through innovative strategies and management.
Emotionalizing Fashion Retail
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Author : Jochen Strähle
language : en
Publisher: BoD – Books on Demand
Release Date : 2015-04-09
Emotionalizing Fashion Retail written by Jochen Strähle and has been published by BoD – Books on Demand this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-04-09 with Business & Economics categories.
The fashion retail environment is changing faster than ever. This book shows the latest state of the art in both theory and practice in how to attract customers, turn them into shoppers and to develop them into lovers of any fashion business. The key-focus lies on a deep understanding of the emotional part during the buying-process. It clearly shows the potential of new digital and social media, and the integration of the on- and offline world within the fashion retail world.
Communicating Fashion Brands
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Author : Emily Huggard
language : en
Publisher:
Release Date : 2020
Communicating Fashion Brands written by Emily Huggard and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020 with Advertising categories.
An introduction to fashion brand communication / Emily Huggard -- The fashion industry context / Emily Huggard -- The role of the fashion communicator as a cultural intermediary / Emily Huggard -- Motivation and the fashion consumer? / Jon Cope -- Communicating brand identity, creating fashionable identities / Rachel Lifter -- Co-creating fashion spaces / Anja Overdiek -- Co-creative storytelling / Patrick Lonergan -- Strategy : building a brand community / Jon Cope -- Strategy : the symbolic value of fashion brand collaboration / Jason Kass -- Conclusion and future directions : how fashion brand communication shapes culture / Emily Huggard and Jon Cope.
Digital And Social Media Marketing
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Author : Nripendra P. Rana
language : en
Publisher: Springer Nature
Release Date : 2019-11-11
Digital And Social Media Marketing written by Nripendra P. Rana and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-11-11 with Business & Economics categories.
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Promotional Strategies And New Service Opportunities In Emerging Economies
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Author : Nadda, Vipin
language : en
Publisher: IGI Global
Release Date : 2017-01-10
Promotional Strategies And New Service Opportunities In Emerging Economies written by Nadda, Vipin and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-01-10 with Business & Economics categories.
Continuous improvements in emerging economies have created more opportunities for industrialization and rapid growth. This not only leads to higher standards in accounting and security regulations, but it increases the overall marketing efficiency. Promotional Strategies and New Service Opportunities in Emerging Economies is a key resource in the field of service marketing and promotions, service innovations, and branding in developing countries. Highlighting multidisciplinary studies on self-service technologies, sustainable consumption, and customer relation management, this publication is an ideal reference source for policy makers, academicians, practitioners, researchers, students, marketers, and government officials actively involved in the services industry.
Marketing Information And Artificial Intelligence Customer Psychological Predictive
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Author : Johnny Ch LOK
language : en
Publisher:
Release Date : 2019-01-15
Marketing Information And Artificial Intelligence Customer Psychological Predictive written by Johnny Ch LOK and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-01-15 with categories.
Marketing communication function in clothing industry What marketing communication tools are the most useful or suitable to clothing industry? I shall indicate mailings, telephones and personal interview marketing communication tools to reflect the useful function to clothing industry.Nowadays, clothing fashion products total change of market had changed rapidly and its new trends which has changed too rapidly suddenly after 1950 year. So, the different brands of clothing products need to be designed unique to satisfy clothing buyer individual specific groups and / or lifestyle needs. Also, the different design of fashion clothing products can represent every different clothing brand's image. However, sufficient promotion will be one influential tool to help the clothing product designer to promote is any kinds of cloths to let potential cloth clients to know or help it to build familiar brand image in the clothing market.Good fashion design can challenge conventional views. It should be recognized their consumers very in the conservation they have towards fashion styles and also speed and readiness with which change their opinions. So, an efficient marketing communication strategy will let the clothing products designer to gather whose cloth clients' opinions in order to predict how they ought to decide to design preferable fashion styles choices more easily in order to let it follow general clothing product buyers' fashion styles design choice to design many attractive fashion styles of clothing products to let them to persuade them to choose to buy its clothing products more easily.So, clothing buyer personal interviews or telephone individual contact or posting mail questionnaire enquiry promotion method will be one suitable to be used to promote in clothing industry. Because these market communication tools can gather any clothing buyer individual opinions in order to help the designers to understand. Then, clothing market can enhance the clothing design creating process and marketing personnel appreciate that within the fashion industry design can lead as well as respond to customer requirements progress can be made more easily. Thus, telephone, clothing buyers individual interview or questionnaire researching or post mailing questionnaire researching marketing communication tools will have effort to help the brand of clothing designer to predict how to design its cloths styles which can persuade potential clothing buyers to choose to buy its brands of any kinds of styles clothing products to wear more easily in possible. So, any clothing designer needs have a fashion marketing concept and have demonstrated equal concern for design, customers and profits. Thus, any clothing designer's marketing communication strategy needs to concentrate on fashion design promotion. It means that when the clothing product provider has good different styles of clothing design products and the suitable place( clothing stores) and the reasonable price setting , then it needs have good promotion ( communication tool) e.g. telephone, TV, radio, magazine etc. to its target audience ( e.g. child, young , old age , expensive or cheap clothing product buyer group, traditional design or popular fashion design style clothing product preference cloth buyers.
Mastering Fashion Marketing
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Author : Tim Jackson
language : en
Publisher: Bloomsbury Publishing
Release Date : 2017-09-16
Mastering Fashion Marketing written by Tim Jackson and has been published by Bloomsbury Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-09-16 with Business & Economics categories.
This is the first book on the subject that combines contemporary marketing theory with analysis of operational marketing practice within the fashion industry. It contains the views of key practitioners and much original case study material from leading fashion organizations to provide unique insights into the reality of fashion marketing.