Digital Fashion Communication

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 is an integral part of popular culture, closely intertwined with tales, magazines, photography, cinema, television, music and sports...up to the emergence of dedicated exhibitions and museums. Fashion is undergoing a major digital transformation: garments and apparels are presented and sold online, and fashion trends and styles are launched, discussed and negotiated mainly in the digital arena. While going well beyond national and linguistic borders, digital fashion communication requires further cultural sensitivity: otherwise, it might ignite inter-cultural misunderstandings and communication crises. This book presents the recent transformation of fashion from being a Cinderella to becoming a major cultural attractor and academic research subject, as well as the implications of its digital transformation. Through several cases, it documents intercultural communication crises and provides strategies to interpret and prevent them.

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.

This is an open access book. FACTUM Conference proceedings are the output of one of the few academic events of its nature happening globally, researching fashion communication from different angles and perspectives. It includes contributions from scholars studying communication and marketing, management, digital transformation, and cultural heritage, among other disciplines. This book presents papers from the third bi-annual Conference, which aims to become the major reference point in the field. These proceedings seek to promote theoretical and empirical interdisciplinary work on how various communication practices impact both the fashion industry and societal fashion-related practices and values. With these proceedings, several objectives are aimed to be achieved, namely: - to establish and consolidate an international and interdisciplinary network of scholars in the field of fashion communication; - to share methodological approaches; - to expand the dialogue between communications studies and fashion-related disciplines; - to encourage junior researchers to pursue their scientific interests in this field. Finally, the book can be used by professionals in the field of fashion communication and marketing, who are eager to access sound research in a field that is developing very fast due to its digital transformation.

The Fundamentals of Digital Fashion Marketing introduces and explores contemporary digital marketing practices within the fashion industry. Clare Harris clearly explains key digital marketing strategies and examines and illustrates their role in fashion through exciting and memorable industry examples. Marketing practices covered include online marketing, social media, video, mobile technologies, in-store technologies, augmented reality and digital spaces. The text features interviews and case studies from some of fashion's biggest brands and most cutting-edge marketing companies, while also promoting active learning through engaging activities and exercises. This all combines to create a book that will inform, stimulate and inspire the next generation of creative marketers.

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 digital channels as well as traditional methods. Topics covered include developing a brand from an original idea, the impact of influencers and street style sites, digital fashion, online and offline marketing techniques, creating the vision behind a brand, and public relations. From marketing, PR and collaboration to creating brand visuals, Fashion Promotion guides readers through the ways in which any brand - large or small - can embrace the opportunities brought about by developments in digital communication, in order to engage with consumers in new and exciting ways. The new edition covers the impact of mobile on fashion retail transactions and marketing, the role for virtual and augmented reality and the increasing importance of sustainable production and distribution.

"Uses industry examples to demonstrate how digital communication, connection and creative practice in fashion can help designers and brands build relationships with their customers to create engaged communities"--

This book presents high-quality original contributions on the fashion supply chain. A wide spectrum of application domains are covered, processing of big data coming from digital and social media channels, fashion new product development, fashion design, fashion marketing and communication strategy, business models and entrepreneurship, e-commerce and omni-channel management, corporate social responsibility, new materials for fashion product, wearable technologies. The contents are based on presentations delivered at IT4Fashion 2017, the 7th International Conference in Business Models and ICT Technologies for the Fashion Supply Chain, which was held in Florence, Italy, in April 2017, and at IT4Fashion 2018, the 8th edition of the same conference, which was held in Florence, Italy, in April 2018. This conference series represents a targeted response to the growing need for research that reports and debates supply chain business models and technologies applied to the fashion industry, with the aim of increasing knowledge in the area of product lifecycle management and supply chain management in that industry.