Communicating Fashion Brands

Taylor & Francis

Communicating Fashion BrandsTheoretical and Practical Perspectives\nAuthor(s): Emily Huggard, Jon Cope\nFormat: Paperback\nPublisher: Taylor & Francis Ltd, United Kingdom\nImprint: Routledge\nISBN-13: 9781138613560, 978-1138613560\nSynopsis\nThis book demonstrates how fashion brands communicate, why the practice is significant within wider society and how it can be perceived as culturally meaningful. \n\nEnabling 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 tha.