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Author: Karola Schwindt
Publisher: GRIN Verlag
ISBN: 3656858489
Category : Business & Economics
Languages : en
Pages : 97
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Book Description
Bachelor Thesis from the year 2014 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 2,0, Niederrhein University of Applied Sciences Mönchengladbach , language: English, abstract: To successfully communicate a fashion brand, not only the advertising message itself has to match with the relevant target group, but also the right media have to be used to address the target group. Communication that wants to catch the brands’ target group and wants to be noticed has to meet exactly their lifestyle and attitude. Solely methods of mass communication do not reach the individual target audiences anymore. That is why new ways of communication become more important. This thesis provides a framework of marketing communication strategies, traditional and up-to-date ones, which can be applied to the target groups of the fashion market. Those strategies can be combined almost unlimited. However, the media planning should be carried out target group oriented. With the help of four relevant target audiences and their use of media will be exemplified how a brand can find the suitable strategies for its target group. Knowing how to define whether a strategy was successful, is just as important as gaining the attention of customers through this strategy. Therefore, it will be determined which measurements of efficiency are applicable for which marketing communication strategies.
Author: Karola Schwindt
Publisher: GRIN Verlag
ISBN: 3656858489
Category : Business & Economics
Languages : en
Pages : 97
Get Book
Book Description
Bachelor Thesis from the year 2014 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 2,0, Niederrhein University of Applied Sciences Mönchengladbach , language: English, abstract: To successfully communicate a fashion brand, not only the advertising message itself has to match with the relevant target group, but also the right media have to be used to address the target group. Communication that wants to catch the brands’ target group and wants to be noticed has to meet exactly their lifestyle and attitude. Solely methods of mass communication do not reach the individual target audiences anymore. That is why new ways of communication become more important. This thesis provides a framework of marketing communication strategies, traditional and up-to-date ones, which can be applied to the target groups of the fashion market. Those strategies can be combined almost unlimited. However, the media planning should be carried out target group oriented. With the help of four relevant target audiences and their use of media will be exemplified how a brand can find the suitable strategies for its target group. Knowing how to define whether a strategy was successful, is just as important as gaining the attention of customers through this strategy. Therefore, it will be determined which measurements of efficiency are applicable for which marketing communication strategies.
Author: Elenica Pjero
Publisher: Cambridge Scholars Publishing
ISBN: 1527547159
Category : Business & Economics
Languages : en
Pages : 169
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Book Description
Under the contemporary business conditions of hyper-competition, incessant change and pressure for growth and profitability, better management of marketing budgets has become an imperative for companies. In addition, properly monitoring and measuring marketing and brand communication strategies and tactics has become a critical factor for success across the geographic and typological organisational spectrum. This book explores how appropriately applied management initiatives on marketing and brand communications, through defined and measured consumer-centred processes, can be more successful and provide significant marketing return on investment (ROI). Moreover, the notions, methods and approaches described here ultimately constitute the tools of developing, measuring and improving strategy design and implementation. In addition, they are linked to a number of wider business goals, such as increased customer basis, stronger customer relationships, cost control, increased consumer loyalty, and brand building. In this vein, the book proposes various means of generating greater returns from marketing and brand investments, maximising both their efficiency and effectiveness. This, in turn, allows for greater financial resources to be reinvested towards consumer and employee satisfaction, strengthening the stability and viability of the company.
Author: Jochen Strähle
Publisher: BoD – Books on Demand
ISBN: 3734758211
Category : Business & Economics
Languages : en
Pages : 390
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Book Description
The fashion retail environment is changing faster than ever. This book shows the latest state of the art in both theory and practice in how to attract customers, turn them into shoppers and to develop them into lovers of any fashion business. The key-focus lies on a deep understanding of the emotional part during the buying-process. It clearly shows the potential of new digital and social media, and the integration of the on- and offline world within the fashion retail world.
Author: Emily Huggard
Publisher: Routledge
ISBN: 0429875584
Category : Social Science
Languages : en
Pages : 194
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Book Description
This book demonstrates how fashion brands communicate, why the practice is significant within wider society and how it can be perceived as culturally meaningful. Enabling 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 that resonates with audiences. With insights into strategies used by brands including Burberry, Gucci, Dior, COS, Rapha, Warby Parker and Maryam Nassir Zadeh, each chapter outlines ways of maintaining relevant and consistent brand narratives in the 21st century. From how to sustain a dialogue with a brand’s community, to the use of brand collaboration, co-creative storytelling and fashion spaces, the book aims to develop reflective communication practitioners who have a deep understanding of the cultural landscape, brand strategy and industry innovation. Written for scholars and practitioners, this book is a valuable blend of theory and practice across the fields of fashion, communication and branding.
Author: Byoungho Jin
Publisher: Springer
ISBN: 1137523433
Category : Business & Economics
Languages : en
Pages : 188
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Book Description
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.
Author: Nadda, Vipin
Publisher: IGI Global
ISBN: 1522522077
Category : Business & Economics
Languages : en
Pages : 417
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Book Description
Continuous improvements in emerging economies have created more opportunities for industrialization and rapid growth. This not only leads to higher standards in accounting and security regulations, but it increases the overall marketing efficiency. Promotional Strategies and New Service Opportunities in Emerging Economies is a key resource in the field of service marketing and promotions, service innovations, and branding in developing countries. Highlighting multidisciplinary studies on self-service technologies, sustainable consumption, and customer relation management, this publication is an ideal reference source for policy makers, academicians, practitioners, researchers, students, marketers, and government officials actively involved in the services industry.
Author: Tim Jackson
Publisher: Bloomsbury Publishing
ISBN: 1137092718
Category : Business & Economics
Languages : en
Pages : 240
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Book Description
This is the first book on the subject that combines contemporary marketing theory with analysis of operational marketing practice within the fashion industry. It contains the views of key practitioners and much original case study material from leading fashion organizations to provide unique insights into the reality of fashion marketing.
Author: Ozuem, Wilson
Publisher: IGI Global
ISBN: 1522526986
Category : Business & Economics
Languages : en
Pages : 460
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Book Description
Online shopping has become increasingly popular due to its availability and ease. As a result, it is important for companies that sell high-end products to maintain the same marketing success as companies selling more affordable brands in order keep up with the market. Digital Marketing Strategies for Fashion and Luxury Brands is an essential reference source for the latest scholarly research on the need for a variety of technologies and new techniques in which companies and brand managers can promote higher-end products. Featuring coverage on a broad range of topics and perspectives such as brand communication, mobile commerce, and multichannel retailing, this publication is ideally designed for managers, academicians, and researchers seeking current material on effectively promoting more expensive merchandise using technology.
Author: Tennin, Kyla Latrice
Publisher: IGI Global
ISBN: 1668483947
Category : Business & Economics
Languages : en
Pages : 369
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Book Description
The COVID-19 pandemic severely impacted businesses and markets across the globe, causing millions of people to lose their jobs as many sectors struggled financially. In addition to addressing global social, environmental, and economic issues, businesses help economies exist, survive, and thrive. Understanding the ideation and processes of organizational development to improve company negative circumstances is crucial. Measuring the Effectiveness of Organizational Development Strategies During Unprecedented Times examines organizational development through the lenses of research and innovative practices contained within the fields of leadership and organizational development/change/design. Covering topics such as change management, learning and development systems, and emerging economies, this book is ideal for business leaders, entrepreneurs, human resource personnel, consultants, economists, government officials, policymakers, librarians, researchers, and more.
Author: Fiorenza Belussi
Publisher: Routledge
ISBN: 1136701761
Category : Business & Economics
Languages : en
Pages : 397
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Book Description
The aim of the Managing Networks of Creativity is to improve our understanding of creativity and the management of creativity, as discussed in the fields of management (including strategic management, organization science, organizational behaviour, and entrepreneurship), economics, sociology, regional studies, and political science. While research on creativity has made several important contributions to the theoretical literature, little attention has been paid to the development and testing of formal theoretical models, especially in those cases where creativity is the result not so much of individual behaviour than the outcome of collective efforts, connecting individuals in organizations, social networks, projects, geographic clusters, and so forth. The proposed volume includes studies, both conceptual and empirical, which, as a whole, "deconstruct" the concept of creativity and the management of creativity by identifying specific situations, contexts, firms, clusters, and districts in which creative processes evolve. The reader is provided with in-depth discussions of theoretical issues and a range of descriptive cases and survey data that the authors use to explore or test concepts and models. Overall, the volume aims to integrate current debates concerning the role of creativity (and innovation) in economic and social development.
