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Fashion lives and dies by stories. Using the premise 'telling the stories of fashion', Fashion Promotion in Practiceboth instructs and inspires readers by examining and analyzing contemporary promotional practice within the fashion industry and illustrating how readers may apply relevant thinking to their own brands and campaigns. This approach offers crucial insight into the details of how and why specific examples of promotional practice are undertaken and their performance evaluated.
Following an introductory context-setting chapter about the importance of telling fashion stories, the book explores contemporary issues of fashion promotion, including fashion film, the democratization of the catwalk, strategic brand collaborations, fashion magazines, celebrity endorsement, curating the fashion space, advertising, public relations, and campaign planning and evaluation. Each chapter includes a chronological timeline of key technologies, events and activities, which have shaped each particular element of promotional practice.
Fashion Promotion in Practice features interviews with industry professionals including Nick Knight (SHOWstudio); Rankin (fashion photographer); Diane Pernet (A Shaded View of Fashion Film); Ada Zanditon (fashion designer); Leigh Keily (fashion photographer); Jeremy Langmead (Net a Porter); Louise Roe (celebrity stylist) and Andrea Leonardi (Without Productions). The book also includes insightful case studies that explore the business of fashion promotion, including with Topman, Vogue Nippon, Adidas, Whistles, Trekstock, H&M, Mulberrry, Dover Street Market and And Other Stories.