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Fashion as Communication

Author: Malcolm Barnard

Publisher: Routledge

Published: 2013-10-18

Total Pages: 224

ISBN-13: 1136412972

What kinds of things do fashion and clothing say about us? What does it mean to wear Gap or Gaultier, Milletts or Moschino? Are there any real differences between Hip-Hop style and Punk anti-styles? In this fully revised and updated edition, Malcolm Barnard introduces fashion and clothing as ways of communicating and challenging class, gender, sexual and social identities. Drawing on a range of theoretical approaches from Barthes and Baudrillard to Marxist, psychoanalytic and feminist theory, Barnard addresses the ambivalent status of fashion in contemporary culture.

Fashion Communication

Author: Teresa Sádaba

Publisher: Springer Nature

Published: 2021-09-20

Total Pages: 336

ISBN-13: 3030813215

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These conference proceedings are the output of one of the first academic events of its nature happening globally, targeting fashion from a communication sciences perspective, including, in a broad sense, cultural heritage studies and marketing. The chapters present theoretical and empirical interdisciplinary work on how various communication practices impact the fashion industry and on societal fashion-related practices and values. The special focus of this volume is how digital transformation is changing the field and its utility to practitioners. Using these academic insights, practitioners can understand the core causes and reasons for trends and developments in the field of fashion communication and marketing.

Fashion Marketing and Communication

Author: Olga Mitterfellner

Publisher: Routledge

Published: 2019-11-14

Total Pages: 273

ISBN-13: 042983716X

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Some of the usual obstacles to modern teachings of marketing are ethnocentricity, the limitation of creative thought by conformity to existing theories, lack of questioning of ethics, and a disconnection from historic events or sociological discourse. This book, in contrast, draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies as tools for understanding the way in which fashion works today, and re-evaluates what makes certain fashion marketing tactics fashionable. Offering a combination of theory and practice, Fashion Marketing and Communication is full of international case studies, practice-based examples and interviews with scholars and practitioners in the fashion and communications industry. Covering subjects including the history of consumerism, fashion marketing, the creative direction of the fashion brand and the use of bloggers and celebrities as marketing tools, this book delineates the opportunities and challenges facing the future of fashion media in the twenty-first century. Examining the last 100 years of marketing and communications, current theory and practice, as well as questions on the ethics of the fashion industry, this broad-ranging and critical text is perfect for undergraduate and postgraduate students of fashion marketing, branding and communication.

Fashion Branding and Communication

Author: Byoungho Jin

Publisher: Springer

Published: 2017-04-26

Total Pages: 188

ISBN-13: 1137523433

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This second volume in the Palgrave Studies in Practice: Global Fashion Management series focuses on core strategies of branding and communication of European luxury and premium brands. Brand is a critical asset many firms strive to establish, maintain, and grow. It is more so for fashion companies when consumers purchase styles, dreams and symbolic images through a brand. The volume starts with an introductory chapter that epitomizes the essence of fashion brand management with a particular emphasis on emerging branding practices, challenges and trends in the fashion industry. The subsequent five cases demonstrate how a family workshop from a small town can grow into a global luxury or premium brand within a relatively short amount of time. Scholars and practitioners in fashion, retail, branding, and international business will learn how companies can establish a strong brand identity through innovative strategies and management.

Fashion Theory

Author: Malcolm Barnard

Publisher: Routledge

Published: 2014-03-26

Total Pages: 244

ISBN-13: 1135190003

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"Books that explain and analyse the nature, production and consumption of fashion are very fashionable at present. Fashion is explained in terms of the body, or fetish, or gender or culture. Slightly less fashionable, it seems, are introductory books on the theories of fashion. All explanations and analyses of fashion presupposed at least one theory (of gender, or class, for example) and all apply some theory to the material they cover, but few take the time to explain those theories. This introduction to fashion theory surveys and contextualises the ways in which a wide range of disciplines (including sociology, cultural studies, anthropology, fashion history, gender studies and cultural history) have used different theoretical approaches to explain, and sometimes to explain away, the astonishing variety, complexity and beauty of fashion. Themes covered include individual, social and gender identity, clothes and the body, the erotic, consumption and communication. This introduction looks at some of the most influential and important theories on fashion bringing to light the presuppositions involved in the things we think and say about fashion."--

Fashion Communication in the Digital Age

Author: Nadzeya Kalbaska

Publisher: Springer

Published: 2019-06-03

Total Pages: 300

ISBN-13: 303015436X

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This book represents a major milestone in the endeavour to understand how communication is impacting on the fashion industry and on societal fashion-related practices and values in the digital age. It presents the proceedings of FACTUM 19, the first in a series of fashion communication conferences that highlights important theoretical and empirical work in the field. Beyond documenting the latest scientific insights, the book is intended to foster the sharing of methodological approaches, expand the dialogue between communications’ studies and fashion-related disciplines, help establish an international and interdisciplinary network of scholars, and offer encouragement and fresh ideas to junior researchers. It is of high value to academics and students in the fields of fashion communication, fashion marketing, visual studies in fashion, digital transformation of the fashion industry, and the cultural heritage dimension of fashion. In addition, it is a key resource for professionals seeking sound research on fashion communication and marketing.

Mediating the Human Body

Author: Leopoldina Fortunati

Publisher: Routledge

Published: 2003-06-20

Total Pages: 421

ISBN-13: 1135626448

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The ever-increasing integration of technology and the human body is attracting attention from religious, business, and political leaders around the world, and the topic promises to be a significant social issue in the 21st century. In Mediating the Human Body: Technology, Communication, and Fashion, editors Leopoldina Fortunati, James E. Katz, and Raimonda Riccini bring together a thoughtful group of leading international scholars and analysts to explore the effects of new technologies on human beings. They focus specifically on the intersection of new communication technologies and the body, and offer novel insights based on recent theoretical progress and current research on new interpersonal technology. Through literary analysis, historical comparisons, analytical reports, and speculative interpretations, the contributors to this volume seek to understand the experience of the body as it is mediated among competing forces and intellectual domains. Arising from The Human Body Between Technologies, Communication and Fashion symposium held in Milan, Italy, contributions cover a wide array of topics and offer varied perspectives on how communication technologies are assimilated into people's lives, bodies, and homes, and thus become part of individuals' self-images and social relationships. From this multidisciplinary, multi-national base, the volume illuminates the sense and dimension of this interpenetration between body and technology. In its broad scope, the topics range from the wellsprings of consciousness to the use of technology as a fashion statement. Bringing together scholarship from a variety of disciplines, including communication, medicine, technology, and human-computer interaction, this distinctive anthology will provide new insights to scholars and advanced students exploring body-technology intersections and the attendant implications. Mediating the Human Body offers a unique contribution to future discussions, and will be relevant to continuing study and research in communication and technology, human-computer interaction, gender studies, social psychology, and design.