Storytelling In Luxury Fashion
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Storytelling In Luxury Fashion
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Author : Amanda Sikarskie
language : en
Publisher: Routledge
Release Date : 2020-11-22
Storytelling In Luxury Fashion written by Amanda Sikarskie and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-11-22 with Design categories.
This book examines the ways in which luxury fashion brands use their heritage in their digital storytelling and marketing. With chapters from authors in China and Macau (PRC), India, Romania, Turkey, the United Kingdom, and the United States, covering British, Chinese, French, Japanese, Indian, Italian, and Turkish brands, this truly global collection is the first book of its kind devoted solely to the emerging study of digital heritage storytelling. This method of reaching potential consumers and perpetuating brand identity is a hugely important factor in the marketing of luxury brands and has yet to be studied comprehensively. The book will be of interest to scholars working in fashion studies, fashion history, design history, design studies, digital humanities, and fashion marketing.
Fashion Communication
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Author : Teresa Sádaba
language : en
Publisher: Springer Nature
Release Date : 2021-09-20
Fashion Communication written by Teresa Sádaba and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-09-20 with Business & Economics categories.
These conference proceedings are the output of one of the first academic events of its nature happening globally, targeting fashion from a communication sciences perspective, including, in a broad sense, cultural heritage studies and marketing. The chapters present theoretical and empirical interdisciplinary work on how various communication practices impact the fashion industry and on societal fashion-related practices and values. The special focus of this volume is how digital transformation is changing the field and its utility to practitioners. Using these academic insights, practitioners can understand the core causes and reasons for trends and developments in the field of fashion communication and marketing.
Fashion Heritage
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Author : Isabel Cantista
language : en
Publisher: Springer Nature
Release Date : 2023-01-01
Fashion Heritage written by Isabel Cantista and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-01-01 with Business & Economics categories.
This edited volume explores how fashion brands deal with legacy by looking at the preservation of heritage and knowledge and how this builds a bridge to the future. Bringing together different reflections from the world of fashion, from gloves to virtual jewels, from luxury brand’s digital narratives to historical contexts, each chapter offers a narrative that is contemporary, yet linked to historical contexts. With these narratives, the book reveals how innovation builds on heritage, and how locally rooted traditional techniques connect to contemporary global production. It illustrates how ancestral processes renew, encouraging us to produce and consume more responsibly. Split into three parts, the book firstly covers narrative and knowledge in different contexts before delving in to narrative, brand building and creativity with case studies. The final section centres on digital narratives with new consumers. Ultimately, this book demonstrates that multidisciplinary knowledge of the past is essential to the understanding of the contemporary.
Management And Inter Intra Organizational Relationships In The Textile And Apparel Industry
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Author : Margalina, Vasilica-Maria
language : en
Publisher: IGI Global
Release Date : 2019-12-27
Management And Inter Intra Organizational Relationships In The Textile And Apparel Industry written by Margalina, Vasilica-Maria and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-12-27 with Business & Economics categories.
Numerous clothing industries face highly dynamic environments, and growth in this environment depends upon both external and internal factors. External factors are represented by aggressive competition and volatile product demand. Internally, the industry must face an increasingly shorter life cycle of the product and the need to innovate both product and organizational development. The competitive advantage of the industry lies in its ability to design a value-creating system based on the management of both external and internal relationships. The successful management of these relationships relies not only on successful customer relationship management but also on effective product supply and demand upkeep. Management and Inter/Intra Organizational Relationships in the Textile and Apparel Industry provides emerging research exploring relevant theoretical frameworks and the latest empirical research underlining the complexity of management applications within the textile industry. Featuring coverage on a broad range of topics such as consumer relationships, cultural identity, and organizational culture, this book is ideally designed for researchers, academicians, professionals, and students working in various disciplines including management, industrial organization, organizational behavior, human resource management, decision science, design science, and information and communication. Moreover, the book will provide insights and support executives and managers of the textile and apparel industry concerned with the ethic design, contamination, and the management relationships with workers, customers, suppliers, the community, and organizational development.
Brand Storytelling In The Digital Age
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Author : S M A Moin
language : en
Publisher: Springer Nature
Release Date : 2020-10-26
Brand Storytelling In The Digital Age written by S M A Moin and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-10-26 with Business & Economics categories.
Inextricably linked to human evolution, storytelling has always been a key element of the marketer’s toolkit. However, despite extensive practitioner interest, academic research on the topic currently falls short. This book highlights how storytelling has evolved from an ancient art to contemporary marketing science, placing it in the context of digitisation and social media. It reflects the dramatic shift in brand storytelling in which marketers are in the driving seat, leaving consumers to do the navigating. Based within the context of AI, the influence of VR, AR, big data, and new media, this book predicts a creative renaissance in brand storytelling; one that will be at the intersection of science, art and humanity. The author suggests that there will be a shift from ad to art through the use of cognition and emotion, data and fiction. It suggests that through storytelling, brands will be able to connect with their customers’ hearts and minds. Drawing upon interdisciplinary research on neuroscience, emotional attachment and narrative theory, the book critically analyses existing theories, practices and applications of storytelling, providing a platform for debate between academics, researchers and practitioners.
Brand Storytelling
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Author : Miri Rodriguez
language : en
Publisher: Kogan Page Publishers
Release Date : 2023-07-03
Brand Storytelling written by Miri Rodriguez and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-07-03 with Business & Economics categories.
Written by the award-winning storyteller Miri Rodriguez at Microsoft, this bestselling book gets back to the heart of brand loyalty, consumer behavior and engagement as a business strategy by using storytelling to trigger the emotions that humans are driven by. Despite understanding essential storytelling techniques, brands continue to explain how their product or service can help the customer, rather than showcasing how the customer's life has changed as a result of them. This second edition of Brand Storytelling contains new trends in storytelling, as well as expanding on story experience and employee experience. This book explores the future of brand storytelling in a post pandemic era. New to this edition is also a 'How to Guide' taking readers through each step of the design thinking process in order to prototype their stories. Brand Storytelling provides a step-by-step guide to assess, dismantle and rebuild a brand story, shifting the brand from a 'hero' to 'sidekick' mentality and positioning the customer as a key influencer to motivate the audience. Clarifying why machine-learning, AI and automation only tell one side of the story, this book will inspire you with cutting edge interviews and case studies from leading brands like Expedia, Coca Cola, McDonalds, Adobe and Google to tap into authentic brand loyalty and human connection.
The Ghost Of Luxury
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Author : Love Ranga
language : en
Publisher: Createspace Independent Publishing Platform
Release Date : 2017-08-29
The Ghost Of Luxury written by Love Ranga and has been published by Createspace Independent Publishing Platform this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-08-29 with categories.
'Luxury Strategy by Storytelling' is a collection of fast-paced, gripping short stories focused on facilitating a deeper understanding of modern breakthroughs in strategic management of Luxury. The Business of Luxury has been the strongest advocate of the Art of Storytelling. Maintaining the tradition, this Book narrates fictional peculiarities while carefully blending strategic takeaways for enthusiasts with varying level of knowledge and exposure to Luxury. Alike its primary source, 'The Ghost of Luxury: Strategic Luxury Brand Management', it is a radical explication built atop the strong founding principles of legendary luxury brands. It not only highlights the stratagems that have become obsolete but also recommends their ultra-modern replacement. This book is an ultimate read for brands, yet to decipher the magical spells mastered by mature luxury brands. Mature brands, on the other hand, will find novel business strategies aligned with traditional luxury brand management techniques, but aggressive and new age in nature. Professor Launce binds the entire Book through exceptionally engaging adventures, highlighting the concept of 'Brand Extremity' for Luxury brands seeking infinite coherence.
Social Media For Fashion Marketing
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Author : Wendy K. Bendoni
language : en
Publisher: Bloomsbury Publishing
Release Date : 2020-08-06
Social Media For Fashion Marketing written by Wendy K. Bendoni and has been published by Bloomsbury Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-08-06 with Business & Economics categories.
Social Media for Fashion Marketing uses cutting edge case studies and detailed interviews to show how the business of fashion is changing in the digital landscape. Bendoni (@BendoniStyle) also considers the psychological impact of being a hyper-connected consumer and the generational gaps in social media communication. Using academic research, alongside her 25 years of fashion marketing experience, Bendoni offers a clear picture of the changing narrative of storytelling, social confirmation, digital nesting and how to use data to shape a brand's online presence. With practical and critical thinking activities to hone your skills into professional practice, this is the ultimate guide to social marketing, promotion, SEO, branding and communication. Featured topics - Rules of Digital Storytelling - Rethinking Gamification - Strategic Digital Marketing - The Role of Citizen Journalists - The Social Media Looking Glass - World of Influencer Marketing - Visual Consumption Economy - Global Perspective of Social Media
The Luxury Strategy
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Author : Jean-Noël Kapferer
language : en
Publisher: Kogan Page Publishers
Release Date : 2012-09-03
The Luxury Strategy written by Jean-Noël Kapferer and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-09-03 with Business & Economics categories.
Discover the secrets to successful luxury brand management with this bestselling guide written by two of the world's leading experts on luxury branding, Jean-Noël Kapferer and Vincent Bastien, providing a unique blueprint for luxury brands and companies. Having established itself as the definitive work on the essence of a luxury brand strategy, this book defines the differences between premium and luxury brands and products, analyzing the nature of true luxury brands and turning established marketing 'rules' upside-down. Written by two world experts on luxury branding, The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Armani, Gucci, and Ralph Lauren into profitable global brands. Now with a new section on marketing and selling luxury goods online and the impact of social networks and digital developments, this book has truly cemented its position as the authority on luxury strategy.
European Fashion
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Author : Regina Lee Blaszczyk
language : en
Publisher: Manchester University Press
Release Date : 2018-02-07
European Fashion written by Regina Lee Blaszczyk and has been published by Manchester University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-02-07 with Design categories.
The period since 1945 has been a transformative era for the fashion industry. Over the course of seventy years, the fashion world has moved from celebrating the craftsmanship of haute couture to revelling in ever-changing fast-fashion. This volume examines the transition from the old system to the new in a series of case studies grouped around three major themes. Part I focuses on Paris as a creative hub, aiming to understand how the birthplace of haute couture adapted to late-twentieth-century developments. Part II considers the retailer’s role in shaping taste, responding to consumer expectations and disseminating fashion merchandise. Part III looks to alternative visions of the European fashion system that have appeared in unexpected places. The volume is highly interdisciplinary, covering design history, cultural anthropology, ethnography, management studies and the cultural history of business.