Fashion: Merchandising, marketing, social media, e commerce

The bestselling guide to branding, updated with emerging trends and technologies Designing Brand Identity provides in-depth guidance for the entire branding team, with a universal five-stage process for brand development and implementation. From research and analysis through launch and governance, this book provides expert insight on all aspects of the process, and describes the best practices that build better brands. This updated fifth edition includes new and expanded coverage of social media cross channel synergy, crowdsourcing, SEO, experience branding, mobile devices, wayfinding, and placemaking, with 30 all-new case studies of top brands from various industries around the world

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anagement communication in transition -- Communication and strategy -- Communication ethics -- Speaking -- Writing -- Persuasion -- Technology -- Listening and feedback -- Nonverbal communication -- Intercultural communication -- Managing conflict -- Business meetings that work -- Dealing with the media.

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print and eBook version available

A practical introduction to visual merchandising and retail display, from the initial design process through to product handling and experimentation

"Fashion buying and merchandising has changed dramatically over the last 20 years. Aspects such as the advent of new technologies, the changing nature of the industry into one that is faster-paced than ever before, as well as the shift towards more ethical and sustainable practices have resulted in a dramatic change of the roles. As a result, contemporary fast fashion retailers do not follow the traditional buying cycle processes step by step, critical paths are wildly different, and there has been a huge increase in 'in-season buying' as a response to heightened consumer demand. This textbook is a comprehensive guide to 21st-century fashion buying and merchandising, considering fast fashion, sustainability, ethical issues, omnichannel retailing and computer-aided design.

new edition