Fashion Marketing Communications -- Contents -- Acknowledgments -- Chapter 1 Introduction -- Description of the book -- Structure of the book -- Chapter 2 Marketing Strategy -- Introduction -- Promotional strategy -- Where are we now? -- Where do we want to be? -- How do we get there? -- Models of advertising -- Examples of promotional campaigns -- Summary -- References -- Activities -- Chapter 3 Tools and Media Channels -- Introduction -- Advertising -- Television advertising -- Cinema advertising -- Magazine advertising -- Newspaper advertising -- Radio advertising -- Outdoor ambient media -- Transport ambient media -- Internet advertising -- Public relations -- Product placement -- Pop-up stores -- Social networking -- Direct marketing -- Personal selling -- The retail environment -- Summary -- References -- Activities -- Chapter 4 The Power of Magazines -- Introduction -- A repertoire of magazines -- The magazine-reader relationship - my magazine is my mate? -- Information needs -- Cultural needs -- Trust -- Support -- Status -- Participation -- Teenage magazines -- Advertising costs, circulation and context -- Product placement -- Advertising value equivalent (AVE) -- The relationship between advertising and product placement -- Monthly and weekly magazines -- Weekend supplements -- Celebrity and gossip magazines -- The recession and magazine advertising -- Summary -- References -- Activities -- Chapter 5 The Role of Public Relations -- Introduction -- Who carries out the PR function? -- The costs of PR -- The role of the journalist in PR -- Credibility -- How PR differs from traditional advertising -- How PR supports traditional advertising -- PR with no advertising budget -- PR as an 'afterthought' -- How gender affects PR -- Working out the value of product placement -- Types of PR function -- PR agencies -- In-house PR departments.

The role of the PR function -- Contacts -- Press releases -- Show cards -- Sponsorship -- Events management -- Providing evidence of effectiveness -- Crisis management -- Summary -- References -- Activities -- Discussion questions -- Chapter 6 Celebrity -- Defining celebrity -- Celebrity management -- Celebrity endorsement -- Brands and celebrity personalities -- Accidental celebrity endorsement -- Theoretical background -- Transference -- Attractiveness -- Congruence -- Celebrity collaborations -- Celebrity ranges -- Celebrity saturation -- Celebrity slip-ups -- Celebrity and charities -- The celebrity lifecycle -- One to watch -- Early recognition -- Global recognition -- Decline -- Resurrection and re-invention -- Measuring the effectiveness of celebrity endorsement -- The major benefits of celebrity endorsements -- The death of celebrity culture? -- Summary -- References -- Activities -- Chapter 7 The Retail Fashion Store Environment -- Introduction -- Consumer behaviour reviewed -- Types of store -- Store location -- Approach and avoidance -- Visual merchandising - the shop window -- Mannequins -- Themes for windows -- Props in display -- Colours in display -- Shape in display -- From visual merchandising to visual marketing -- Hero pieces -- Store layout and design -- Boutique layout -- Grid layout -- Racetrack layout -- Combining layouts -- Store design companies -- Stimulation of the senses -- Sight -- Touch -- Hearing -- Smell -- Store personnel -- Interaction between personnel and prospective consumers -- Changing room personnel -- The virtual store environment -- The payment experience -- Auditing the retail environment - the mystery shopper -- Future directions -- Summary -- References -- Activities -- Chapter 8 Trade Marketing Communications -- Introduction -- Press releases -- Trade journals -- Fashion shows -- Fashion weeks.

Showrooms -- Exhibitions and trade shows -- Trade marketing stands -- Stand personnel -- Lookbooks -- Exhibition stand builders and visible/invisible costs -- Promotional gift merchandise -- Events -- Websites -- E-mail and social media -- Supporting the trade -- Summary -- Activities -- Chapter 9 International Fashion Marketing Communications -- Introduction -- The international consumer -- Operating outside the domestic market -- Push factors -- Pull factors -- Emerging markets -- Developing versus developed markets -- International regulatory frameworks -- Religion -- Representation of women and children -- Language -- Taboos and customs -- Standardisation and adaptation in international fashion marketing communications -- Standardisation: Levi's -- Adaptation: H&M -- General considerations for international marketing -- Channels of communication in overseas markets -- Objectives of international campaigns -- Summary -- References -- Activities -- Chapter 10 Regulatory Frameworks -- Introduction -- The role and remit of self-regulation -- Hot topics in the fashion industry -- Cosmetics, facial and body enhancements -- Sexualisation of children -- Size zero -- Environmental claims -- Violent imagery -- The process and progress of a complaint -- Communicating the results of adjudications -- International considerations -- Where the problems seem to lie -- Summary -- References -- Activities -- Chapter 11 Assessing the Effectiveness of Fashion Marketing Communications -- Introduction -- Models of advertising -- Measuring effectiveness against campaign objectives -- Pre-launch research -- Ongoing research -- Post-campaign evaluation -- Assessing the effectiveness of traditional media -- Targeting in the cinema -- Targeting in newspapers and magazines -- Qualitative research -- Cinema -- Magazines -- Focus groups -- Depth interviews.

Other methods of determining effectiveness -- Recall and recognition tests -- Eye-tracking studies -- Storyboard and concept testing -- Consumer diaries -- The camera in the television -- Projective techniques -- Online research -- Costs of research -- Summary -- References -- Activities -- Chapter 12 Future Directions in Fashion Marketing Communications -- Introduction -- The changing landscape of media communications -- Technological advances -- Rich media and infotainment -- Blogs -- Career opportunities -- Work experience -- Top tips -- The interview process -- References -- Activities -- Index -- EULA.