Communicating Fashion Brands: Theoretical and Practical Perspectives

This book explores the significance of fashion brand communication in society, utilizing social, consumer, and cultural theory and frameworks to analyze and deconstruct current strategies. It offers insights and strategies for communicating authentic values, conveying a clearly defined aesthetic, and generating shareable content, with examples from brands such as Burberry, Gucci, Dior, COS, Rapha, Warby Parker, and Maryam Nassir Zadeh. It aims to develop reflective communication practitioners with a deep understanding of the cultural landscape, brand strategy, and industry innovation.

Format: Paperback / softback
Length: 172 pages
Publication date: 03 March 2020
Publisher: Taylor & Francis Ltd

This comprehensive book delves into the intricate world of fashion brand communication, exploring its significance within wider society and its cultural relevance. It provides readers with a deep understanding of the tools and techniques employed by fashion brands to convey their messages and connect with their target audiences. Through the utilization of social, consumer, and cultural theory, as well as frameworks rooted in psychology, sociology, and economics, the authors analyze and deconstruct the current communication strategies used by fashion brands.

The book offers valuable insights and strategies for communicating authentic values, creating a distinct aesthetic and visual language, and generating shareable content that resonates with audiences. By examining the practices of renowned brands such as Burberry, Gucci, Dior, COS, Rapha, Warby Parker, and Maryam Nassir Zadeh, each chapter outlines ways to maintain relevant and consistent brand narratives in the ever-evolving 21st century. From sustaining dialogues with brand communities to leveraging brand collaboration, co-creative storytelling, and fashion spaces, the book aims to develop reflective communication practitioners who possess a profound understanding of the cultural landscape, brand strategy, and industry innovation.

This book is a valuable resource for scholars and practitioners alike, offering a comprehensive blend of theory and practice across the fields of fashion, communication, and branding. It serves as a testament to the power of effective communication in shaping brand perception and creating meaningful connections with consumers.

Weight: 326g
Dimension: 225 x 136 x 10 (mm)
ISBN-13: 9781138613560