This basic text explores the advertising and promotion methods used by fashion professionals and the role each method plays in the industry.

Fashion is all about image. Consequently, fashion marketing communications – encompassing image management and public relations, branding, visual merchandisin

Fashion Promotion is an inspiring and practical guide to promoting a brand. It addresses the new ways in which brands engage with customers, through the latest

Some of the usual obstacles to modern teachings of marketing are ethnocentricity, the limitation of creative thought by conformity to existing theories, lack of

Every step in the promotional activities of a fashion retailer is given thorough examination in this one book, from researching consumer attitudes to planning a