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Produktbild: The Fundamentals of Digital Fashion Marketing
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The Fundamentals of Digital Fashion Marketing

Aus der Reihe Fundamentals

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Beschreibung

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

10.12.2026

Abbildungen

160 color illus

Verlag

Bloomsbury Academic

Seitenzahl

232

Maße (L/B/H)

22,8/20/1,6 cm

Gewicht

640 g

Auflage

2. Auflage

Sprache

Englisch

ISBN

978-1-350-16869-5

Beschreibung

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

10.12.2026

Abbildungen

160 color illus

Verlag

Bloomsbury Academic

Seitenzahl

232

Maße (L/B/H)

22,8/20/1,6 cm

Gewicht

640 g

Auflage

2. Auflage

Sprache

Englisch

ISBN

978-1-350-16869-5

Herstelleradresse

Libri GmbH
Europaallee 1
36244 Bad Hersfeld
DE

Email: gpsr@libri.de

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  • Produktbild: The Fundamentals of Digital Fashion Marketing

  • Introduction

    1. Fashion Marketing and Digital Technologies
    Learning objectives
    Fashion and Marketing
    The e-volution of digital fashion marketing
    Customer engagement
    The online marketing mix
    Marketing channels
    Developing a digital marketing strategy
    Case study: Burberry
    Knowledge check
    Exercise 1: Building an online presence: Get ready!

    2. Fashion Websites
    Learning objectives
    Finding your audience
    Website features
    Website design
    Website marketing
    Case study: NET-A-PORTER
    The power of online branding
    Knowledge check
    Exercise 2: Building an online presence: Get set and go!

    3. Digital Marketing and Search Engine Optimization
    Learning objectives
    Digital Marketing
    Online advertising
    Profile: Google - funded by targeted advertising
    Search engines
    Search engine optimization
    Paid advertising
    Email marketing
    Interview with Felix Krueger: Digital marketing budgets
    Analytics
    Interview with Julia Fowler: Retail analytics
    Knowledge check
    Exercise 3: Adding SEO-friendly products and collections to a WiX site

    4. Social Media and Fashion Marketing
    Learning objectives
    Social media and fashion marketing
    Data-driven marketing
    Blogs and fashion marketing
    Social networks and fashion marketing
    Social networking content
    User-generated content
    Social media campaign strategies
    Emerging social media technologies
    The problem of deepfakes
    Handling marketing missteps
    Knowledge check
    Exercise 4: Linking your site to social media

    5. Fashion Videos and Film
    Learning objectives
    Engaging consumers through video
    Fashion and film
    Moving image
    Fashion goes live
    Promotional video
    Social video
    Product videos
    The new experts
    Case study: Cinematique
    Interview: Nick Strickland
    Knowledge check
    Exercise 5: Start a blog in WiX

    6. Fashion and Mobile Media
    Learning objectives
    The mobile journey
    The mobile hub
    Best practices for mobile marketing
    Best practices for fashion phonography
    Mobile first!
    Notifications and messaging
    Fashion apps
    Mobile shopping
    Connecting spaces
    Digital payment options
    Knowledge check
    Exercise 6: Uploading mobile phone photos in WiX

    7. Digital Spaces & Innovations
    Learning objectives
    The connected store
    Temporary physical stores
    Case study: 'Find the perfect ?t' at UK department store, Selfridges
    Personalization
    Profile: NIKE, a leader in personalization
    Tech-infused fashion
    3d printing and fashion
    Interview: 3D Printing with Julia Daviy, owner of eponymous label
    Emerging innovations
    Knowledge check
    Exercise 7: Setting up payment and shipping preferences

    8. Underserved Markets
    Learning objectives
    Underserved consumer groups
    People with disabilities
    Adaptive fashion
    Mature consumers
    Ethnic minorities
    Consumer-sensitive communications
    Cultural appropriation
    Case study: 'Dolce & Gabbana's Great Embarrassment'
    Interview with Ari Seth Cohen: Advanced Style
    Knowledge check
    Exercise 8: Making your WiX site accessible

    9. Legal Considerations for Digital Marketers
    Learning objectives
    Fashion law and the importance of legal counsel
    Intellectual property
    Trademarks
    Copyrights
    Advertising
    Consumer data and privacy
    Website accessibility
    Knowledge check
    Exercise 9: Creating a unique business logo in WiX

    Bibliography
    Resources
    Index
    Picture credits
    Acknowledgements