Loading
Fashion Promotion in Practice

Fashion Promotion in Practice

by Jon Cope

Jon Cope is a Senior Lecturer in Public Relations on the BA (Hons) Fashion Promotion course at University for the Creative Arts, London, UK. Author affiliation details are correct at time of print publication.

Search for publications
and Dennis Maloney

Dennis Maloney is a Senior Lecturer across all aspects of the BA (Hons) Fashion Promotion course at the University for the Creative Arts, London, UK. Author affiliation details are correct at time of print publication.

Search for publications
Fairchild Books, 2016
  • DOI:
    10.5040/9781474222280
  • ISBN:
    978-1-4725-6892-2 (paperback)

    978-1-4742-1307-3 (epdf)

    978-1-4725-6893-9 (epub)

    978-1-4742-2228-0 (online)
  • Edition:
    First Edition
  • Place of Publication:
    London
  • Published Online:
    2018
Fashion Promotion in Practice
Collapse All Sections

Fashion lives and dies by stories. Aiming to 'tell the stories of fashion', Fashion Promotion in Practice both instructs and inspires through an entertaining look at contemporary promotional practice within the fashion industry, showing you how you can apply this to your own future brands and campaigns.

Offering crucial insights into the how and why of promotional practice, Fashion Promotion in Practice explores the key issues and main areas 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 also explores the key technologies, events and activities, which have shaped each practice.

Beautifully illustrated, this go-to guide for fashion promotion contains exercises, case studies and interviews with major industry professionals, including Oliviero Toscani, Adam Drawas, Rebecca Grant, Kathryn Ferguson, Georgia Hardinge and Josie Roscopp, Diane Pernet, Andrea Leonardi and Katie Baron, making it a must-read for all those involved in the fashion industry.