Description
Book SynopsisThis 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 nar
Table of Contents
1. An introduction to fashion brand communication. 2. The fashion industry context. 3. The role of the fashion communicator as a cultural intermediary. 4. Motivation and the fashion consumer. 5. Creating fashionable identities. 6. Co-creating fashion spaces. 7. Co-creative storytelling. 8. Building a brand community. 9. The symbolic value of fashion brand collaboration. Conclusion and future directions: How fashion brand communication shapes culture.
