Download or read book Storytelling in Luxury Fashion written by Amanda Sikarskie and published by Routledge. This book was released on 2020-11-22 with total page 211 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines the ways in which luxury fashion brands use their heritage in their digital storytelling and marketing. With chapters from authors in China and Macau (PRC), India, Romania, Turkey, the United Kingdom, and the United States, covering British, Chinese, French, Japanese, Indian, Italian, and Turkish brands, this truly global collection is the first book of its kind devoted solely to the emerging study of digital heritage storytelling. This method of reaching potential consumers and perpetuating brand identity is a hugely important factor in the marketing of luxury brands and has yet to be studied comprehensively. The book will be of interest to scholars working in fashion studies, fashion history, design history, design studies, digital humanities, and fashion marketing.
Download or read book Fashion Communication written by Teresa Sádaba and published by Springer Nature. This book was released on 2021-09-20 with total page 336 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Fashion Brand Stories written by Joseph H. Hancock and published by Bloomsbury Publishing. This book was released on 2022-10-20 with total page 217 pages. Available in PDF, EPUB and Kindle. Book excerpt: Through ten detailed case studies on groundbreaking brands like Vivienne Westwood, Vera Wang, Levi's®, and The Gap Inc., Fashion Brand Stories shows how fashion retailers and designers use storytelling to establish and maintain relationships with their customers. These entertaining case studies explore the evolution of each brand as a cultural entity with its own carefully crafted personality. Aided by interviews with industry professionals, you'll learn how brands start out, grow and encounter success or failure and how to apply those hard-won lessons to your own thoughts on branding. This beautifully illustrated third edition covers the changing role of social media, celebrity endorsements, quality over quantity, and more ethical sourcing, manufacturing, and consumption. Instructor's resources to accompany this edition are available at bloomsbury.pub/fashion-brand-stories-3e
Download or read book Luxury Fashion and Culture written by Arch G. Woodside and published by Emerald Group Publishing. This book was released on 2013-03-14 with total page 160 pages. Available in PDF, EPUB and Kindle. Book excerpt: Focuses on the study of how humans use high quality, highly pleasurable, and frequently rare products, services, and experiences to distinguish to themselves and others who they are as well as whom they are not - both within and across cultures.
Download or read book Brand Storytelling written by Miri Rodriguez and published by Kogan Page Publishers. This book was released on 2023-07-03 with total page 257 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written by the award-winning storyteller Miri Rodriguez at Microsoft, this bestselling book gets back to the heart of brand loyalty, consumer behavior and engagement as a business strategy by using storytelling to trigger the emotions that humans are driven by. Despite understanding essential storytelling techniques, brands continue to explain how their product or service can help the customer, rather than showcasing how the customer's life has changed as a result of them. This second edition of Brand Storytelling contains new trends in storytelling, as well as expanding on story experience and employee experience. This book explores the future of brand storytelling in a post pandemic era. New to this edition is also a 'How to Guide' taking readers through each step of the design thinking process in order to prototype their stories. Brand Storytelling provides a step-by-step guide to assess, dismantle and rebuild a brand story, shifting the brand from a 'hero' to 'sidekick' mentality and positioning the customer as a key influencer to motivate the audience. Clarifying why machine-learning, AI and automation only tell one side of the story, this book will inspire you with cutting edge interviews and case studies from leading brands like Expedia, Coca Cola, McDonalds, Adobe and Google to tap into authentic brand loyalty and human connection.
Download or read book Brand Storytelling in the Digital Age written by S M A Moin and published by Springer Nature. This book was released on 2020-10-26 with total page 113 pages. Available in PDF, EPUB and Kindle. Book excerpt: Inextricably linked to human evolution, storytelling has always been a key element of the marketer’s toolkit. However, despite extensive practitioner interest, academic research on the topic currently falls short. This book highlights how storytelling has evolved from an ancient art to contemporary marketing science, placing it in the context of digitisation and social media. It reflects the dramatic shift in brand storytelling in which marketers are in the driving seat, leaving consumers to do the navigating. Based within the context of AI, the influence of VR, AR, big data, and new media, this book predicts a creative renaissance in brand storytelling; one that will be at the intersection of science, art and humanity. The author suggests that there will be a shift from ad to art through the use of cognition and emotion, data and fiction. It suggests that through storytelling, brands will be able to connect with their customers’ hearts and minds. Drawing upon interdisciplinary research on neuroscience, emotional attachment and narrative theory, the book critically analyses existing theories, practices and applications of storytelling, providing a platform for debate between academics, researchers and practitioners.
Download or read book Management and Inter Intra Organizational Relationships in the Textile and Apparel Industry written by Margalina, Vasilica-Maria and published by IGI Global. This book was released on 2019-12-27 with total page 427 pages. Available in PDF, EPUB and Kindle. Book excerpt: Numerous clothing industries face highly dynamic environments, and growth in this environment depends upon both external and internal factors. External factors are represented by aggressive competition and volatile product demand. Internally, the industry must face an increasingly shorter life cycle of the product and the need to innovate both product and organizational development. The competitive advantage of the industry lies in its ability to design a value-creating system based on the management of both external and internal relationships. The successful management of these relationships relies not only on successful customer relationship management but also on effective product supply and demand upkeep. Management and Inter/Intra Organizational Relationships in the Textile and Apparel Industry provides emerging research exploring relevant theoretical frameworks and the latest empirical research underlining the complexity of management applications within the textile industry. Featuring coverage on a broad range of topics such as consumer relationships, cultural identity, and organizational culture, this book is ideally designed for researchers, academicians, professionals, and students working in various disciplines including management, industrial organization, organizational behavior, human resource management, decision science, design science, and information and communication. Moreover, the book will provide insights and support executives and managers of the textile and apparel industry concerned with the ethic design, contamination, and the management relationships with workers, customers, suppliers, the community, and organizational development.
Download or read book Fashion Heritage written by Isabel Cantista and published by Springer Nature. This book was released on 2023-01-01 with total page 344 pages. Available in PDF, EPUB and Kindle. Book excerpt: This edited volume explores how fashion brands deal with legacy by looking at the preservation of heritage and knowledge and how this builds a bridge to the future. Bringing together different reflections from the world of fashion, from gloves to virtual jewels, from luxury brand’s digital narratives to historical contexts, each chapter offers a narrative that is contemporary, yet linked to historical contexts. With these narratives, the book reveals how innovation builds on heritage, and how locally rooted traditional techniques connect to contemporary global production. It illustrates how ancestral processes renew, encouraging us to produce and consume more responsibly. Split into three parts, the book firstly covers narrative and knowledge in different contexts before delving in to narrative, brand building and creativity with case studies. The final section centres on digital narratives with new consumers. Ultimately, this book demonstrates that multidisciplinary knowledge of the past is essential to the understanding of the contemporary.
Download or read book Digital Transformation in the Cultural and Creative Industries written by Marta Massi and published by Routledge. This book was released on 2020-12-28 with total page 295 pages. Available in PDF, EPUB and Kindle. Book excerpt: This research-based book investigates the effects of digital transformation on the cultural and creative sectors. Through cases and examples, the book examines how artists and art institutions are facing the challenges posed by digital transformation, highlighting both positive and negative effects of the phenomenon. With contributions from an international range of scholars, the book examines how digital transformation is changing the way the arts are produced and consumed. As relative late adopters of digital technologies, the arts organizations are shown to be struggling to adapt, as issues of authenticity, legitimacy, control, trust, and co-creation arise. Leveraging a variety of research approaches, the book identifies managerial implications to render a collection that is valuable reading for scholars involved with arts and culture management, the creative industries and digital transformation more broadly.
Download or read book Storytelling in Business written by Janis Forman and published by Stanford University Press. This book was released on 2013-01-30 with total page 305 pages. Available in PDF, EPUB and Kindle. Book excerpt: Storytelling can be a lifelong and life sustaining habit of mind, a personal inheritance that connects us to our communities. It can also serve as an organizational inheritance—a management tool that helps businesses to develop and thrive. For more than a decade, award-winning author Janis Forman has been helping executives to tell stories in service of their organizational objectives. In Storytelling in Business: The Authentic and Fluent Organization, she teaches readers everywhere how the craft of storytelling can help them to achieve their professional goals. Focusing on the role of storytelling at the enterprise level, this book provides a research-driven framework for engaging in organizational storytelling. Forman presents original cases from Chevron, FedEx, Phillips, and Schering-Plough. Organizations like those featured in the book can make use of storytelling for good purposes, such as making sense of their strategy, communicating it, and developing or strengthening culture and brand. These uses of storytelling generate positive consequences that can have a sustained and significant impact on an organization. While large firms employ teams of digital and communication professionals, there's much that any of us can extrapolate from their experience to create stories to further our own objectives. To show the reach of storytelling, Forman conducted 140 interviews with professionals ranging from CEOs in small and thriving firms, to corporate communication and digital media experts, to filmmakers—arguably the world experts in visual storytelling. She draws out specific lessons learned, and shows how to employ the road-tested strategies demonstrated by these leaders. Although this book focuses on storytelling in the context of business, Forman takes inspiration from narratives in literature and film, philosophical and social thought, and relevant concepts from a variety of other disciplines to instruct the reader on how to develop truly authentic and meaningful tales to drive success. A final chapter brings readers back to square one: the development of their own "signature story." This book is a pioneering work that guides us beyond the pressure and noise of daily organizational life to influence people in a sustained, powerful way. It teaches us to be fluent storytellers who succeed by mastering this vital skill.
Download or read book Storytelling written by Christian Salmon and published by Verso Books. This book was released on 2017-01-31 with total page 239 pages. Available in PDF, EPUB and Kindle. Book excerpt: The narrative spell cast over politics and society Politics is no longer the art of the possible, but of the fictive. Its aim is not to change the world as it exists, but to affect the way that it is perceived. In Storytelling Christian Salmon looks at the twenty-first-century hijacking of creative imagination, anatomizing the timeless human desire for narrative form, and how this desire is abused by the marketing mechanisms that bolster politicians and their products: luxury brands trade on embellished histories, managers tell stories to motivate employees, soldiers in Iraq train on Hollywood-conceived computer games, and spin doctors construct political lives as if they were a folk epic. This “storytelling machine” is masterfully unveiled by Salmon, and is shown to be more effective and insidious as a means of oppression than anything dreamed up by Orwell.
Download or read book Inbound PR written by Iliyana Stareva and published by John Wiley & Sons. This book was released on 2018-04-16 with total page 188 pages. Available in PDF, EPUB and Kindle. Book excerpt: The digital era’s new consumer demands a new approach to PR Inbound PR is the handbook that can transform your agency’s business. Today’s customer is fundamentally different, and traditional PR strategies are falling by the wayside. Nobody wants to feel “marketed to;” we want to make our own choices based on our own research and experiences online. When problems arise, we demand answers on social media, directly engaging the company in front of a global audience. We are the most empowered, sophisticated customer base in the history of PR, and PR professionals must draw upon an enormous breadth of skills and techniques to serve their clients’ interests. Unfortunately, those efforts are becoming increasingly ephemeral and difficult to track using traditional metrics. This book merges content and measurement to give today’s PR agencies a new way to build brands, evaluate performance and track ROI. The ability to reach the new consumer, build the relationship, and quantify the ROI of PR services allows you to develop an inbound business and the internal capabilities to meet and exceed the needs of the most demanding client. In this digital age of constant contact and worldwide platforms, it’s the only way to sustainably grow your business and expand your reach while bolstering your effectiveness on any platform. This book shows you what you need to know, and gives you a clear framework for putting numbers to reputation. Build brand awareness without “marketing to” the audience Generate more, higher-quality customer or media leads Close the deal and nurture the customer or media relationship Track the ROI of each stage in the process Content is the name of the game now, and PR agencies must be able to prove their worth or risk being swept under with obsolete methods. Inbound PR provides critical guidance for PR growth in the digital era, complete with a practical framework for stimulating that growth.
Download or read book The Luxury Strategy written by Jean-Noël Kapferer and published by Kogan Page Publishers. This book was released on 2012-09-03 with total page 408 pages. Available in PDF, EPUB and Kindle. Book excerpt: Discover the secrets to successful luxury brand management with this bestselling guide written by two of the world's leading experts on luxury branding, Jean-Noël Kapferer and Vincent Bastien, providing a unique blueprint for luxury brands and companies. Having established itself as the definitive work on the essence of a luxury brand strategy, this book defines the differences between premium and luxury brands and products, analyzing the nature of true luxury brands and turning established marketing 'rules' upside-down. Written by two world experts on luxury branding, The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Armani, Gucci, and Ralph Lauren into profitable global brands. Now with a new section on marketing and selling luxury goods online and the impact of social networks and digital developments, this book has truly cemented its position as the authority on luxury strategy.
Download or read book European fashion written by Regina Lee Blaszczyk and published by Manchester University Press. This book was released on 2018-02-07 with total page 528 pages. Available in PDF, EPUB and Kindle. Book excerpt: The period since 1945 has been a transformative era for the fashion industry. Over the course of seventy years, the fashion world has moved from celebrating the craftsmanship of haute couture to revelling in ever-changing fast-fashion. This volume examines the transition from the old system to the new in a series of case studies grouped around three major themes. Part I focuses on Paris as a creative hub, aiming to understand how the birthplace of haute couture adapted to late-twentieth-century developments. Part II considers the retailer’s role in shaping taste, responding to consumer expectations and disseminating fashion merchandise. Part III looks to alternative visions of the European fashion system that have appeared in unexpected places. The volume is highly interdisciplinary, covering design history, cultural anthropology, ethnography, management studies and the cultural history of business.
Download or read book Social Media for Fashion Marketing written by Wendy K. Bendoni and published by Bloomsbury Publishing. This book was released on 2020-08-06 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social Media for Fashion Marketing uses cutting edge case studies and detailed interviews to show how the business of fashion is changing in the digital landscape. Bendoni (@BendoniStyle) also considers the psychological impact of being a hyper-connected consumer and the generational gaps in social media communication. Using academic research, alongside her 25 years of fashion marketing experience, Bendoni offers a clear picture of the changing narrative of storytelling, social confirmation, digital nesting and how to use data to shape a brand's online presence. With practical and critical thinking activities to hone your skills into professional practice, this is the ultimate guide to social marketing, promotion, SEO, branding and communication. Featured topics - Rules of Digital Storytelling - Rethinking Gamification - Strategic Digital Marketing - The Role of Citizen Journalists - The Social Media Looking Glass - World of Influencer Marketing - Visual Consumption Economy - Global Perspective of Social Media
Download or read book Fashion Brand Stories written by Joseph Hancock and published by . This book was released on 2022 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Through ten detailed case studies on groundbreaking brands like Levi's, Tiffany's and Urban Outfitters, Fashion Brand Stories explores how fashion retailers and designers use storytelling to establish and maintain relationships with their customers. These entertaining case studies explore the evolution of each brand as a cultural entity with its own carefully crafted personality, exploring topics like sustainability, social responsibility and the influence of social media. Aided by interviews with industry professionals, you'll learn how brands start out, grow and encounter success or failure and how to apply those hard-won lessons to your own campaigns. This 3rd edition includes four new case studies, exploring fast fashion through Urban Outfitters, luxury consignment branding with The Real Real, semiotics with Tiffany's and their 'blue box' and branding the outdoors with The North Face"--
Download or read book Transglobal Fashion Narratives written by Anne Peirson-Smith and published by . This book was released on 2018 with total page 363 pages. Available in PDF, EPUB and Kindle. Book excerpt: Everywhere we look, people are using fashion to communicate self and society - who they are, and where they belong. This book presents an international, interdisciplinary analysis of those narratives. Moving from sweatshop to runway, page to screen, camera to blog, and artist to audience, it examines fashion as a mediated form of content in branding, as a literary and filmic device, and as a personal form of expression by industry professionals, journalists, and bloggers.
