Acknowledgments xi

Chapter 1 Introduction 1

Description of the book 2

Structure of the book 3

Chapter 2 Marketing Strategy 7

Introduction 8

Promotional strategy 8

Where are we now? 10

Where do we want to be? 10

How do we get there? 12

Models of advertising 13

Examples of promotional campaigns 13

Summary 15

References 16

Activities 16

Chapter 3 Tools and Media Channels 17

Introduction 18

Advertising 18

Public relations 26

Direct marketing 28

Personal selling 29

The retail environment 31

Summary 33

References 33

Activities 33

Chapter 4 The Power of Magazines 35

Introduction 36

A repertoire of magazines 36

The magazine-reader relationship - my magazine is my mate? 41

Teenage magazines 45

Advertising costs, circulation and context 45

Monthly and weekly magazines 50

Summary 52

References 52

Activities 53

Chapter 5 The Role of Public Relations 54

Introduction 55

Who carries out the PR function? 55

The costs of PR 57

The role of the journalist in PR 57

Credibility 58

How gender affects PR 61

Working out the value of product placement 61

Types of PR function 62

The role of the PR function 63

Providing evidence of effectiveness 68

Crisis management 69

Summary 71

References 71

Activities 71

Discussion questions 72

Chapter 6 Celebrity 73

Defining celebrity 74

Celebrity management 74

Celebrity endorsement 75

Theoretical background 77

Celebrity collaborations 79

Celebrity ranges 80

Celebrity saturation 80

Celebrity slip-ups 80

Celebrity and charities 81

The celebrity lifecycle 83

Measuring the effectiveness of celebrity endorsement 86

The major benefits of celebrity endorsements 87

The death of celebrity culture? 87

Summary 88

References 88

Activities 88

Chapter 7 The Retail Fashion Store Environment 89

Introduction 90

Consumer behaviour reviewed 90

Types of store 91

Store location 92

Approach and avoidance 94

Visual merchandising - the shop window 95

From visual merchandising to visual marketing 97

Hero pieces 98

Store layout and design 98

Stimulation of the senses 102

Store personnel 104

The virtual store environment 106

The payment experience 107

Auditing the retail environment - the mystery shopper 107

Future directions 108

Summary 109

References 109

Activities 109

Chapter 8 Trade Marketing Communications 111

Introduction 112

Press releases 113

Trade journals 117

Fashion shows 118

Fashion weeks 118

Showrooms 119

Exhibitions and trade shows 121

Trade marketing stands 125

Events 130

Websites 130

E-mail and social media 131

Supporting the trade 131

Summary 131

Activities 132

Chapter 9 International Fashion Marke ting Communications 133

Introduction 134

The international consumer 134

Operating outside the domestic market 134

Emerging markets 137

Developing versus developed markets 138

International regulatory frameworks 140

Standardisation and adaptation in international fashion marketing communications 141

General considerations for international marketing 143

Summary 145

References 146

Activities 146

Chapter 10 Regulatory Frameworks 150

Introduction 151

The role and remit of self-regulation 152

Hot topics in the fashion industry 152

The process and progress of a complaint 154

Communicating the results of adjudications 155

International considerations 156

Where the problems seem to lie 156

Summary 157

References 157

Activities 157

Chapter 11 Assessing the Effectiveness of Fashion Marketing Communications 158

Introduction 159

Models of advertising 160

Measuring effectiveness against campaign objectives 161

Assessing the effectiveness of traditional media 162

Qualitative research 165

Other methods of determining effectiveness 168

Costs of research 172

Summary 175

References 175

Activities 175

Chapter 12 Future Directions in Fashion Marketing Communications 181

Introduction 182

The changing landscape of media communications 182

Technological advances 182

Rich media and infotainment 183

Blogs 184

Career opportunities 185

Work experience 186

Top tips 191

The interview process 192

References 193

Activities 193

Index 195