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Social media for fashion marketing : storytelling in a digital world / Wendy K. Bendoni.

By: Material type: TextTextPublisher: London ; New York, NY : Bloomsbury Visual Arts, [2017]Description: 272 pages : color illustrations, map ; 28 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9781474233323
  • 1474233325
Subject(s): DDC classification:
  • 746.9 BEN 23
LOC classification:
  • HD9940.A2 B46 2017
Contents:
Part 1. The digital landscape transforms the fashion industry : The fashion landscape before social media ; Evolution of the fashion system ; Democratization of the fashion industry: information age ; Case study: Street photography Zeitgeist ; The fashion landscape altered: four disruptions that changed the fashion industry ; Blogosphere takes on the fashion industry ; Style sharing communities: user-generated content (UGC) ; Interview: Rachel Arthur, founder and editor, Fashion and mash ; The future of Runway ; Confirmation of a trend through online engagement -- Introduction to the digital landscape : The environment in digital space ; Social exploration ; Case study: Social engagement disruption ; The social structure ; Case study: Leveraging social currency ; Case study: Beyonc�e breaking the rules and harnessing social currency ; Case study: Retailers utilizing crowd social proof ; Case study: Urban chase turns to gamification ; Case study: Jimmy Choo, launching trainers with a scavenger hunt ; Social media networks ; Interview: Aliza Licht, founder and president of Leave Your Mark, LLC ; Case study: expiring digital content: Snapchat ; Case study: Snapchat takes on the luxury market ; Legally speaking in a social media space ; Case study: The applicability of US Federal Trade commission law to online advertising ; Uniting the world ; Interview: Leila Samii, global research on connecting through social media ; Interview: Misha Janette, Tokyo fashion diaries: Impact of fashion blogging and social media in Japan -- The rise of the hyper-connected consumer : Hyper-connected consumers ; Interview: Dr. Larry Rosen, professor of psychology of technology ; Case study: Selfies create sale conversions by EDITED ; Evolution of social behavior on social media ; Generation gab through the digital landscape ; Generation Z: 1995-2012 ; Case study: Tavi Gevinson, Rookie magazine ; Millennials / Gen Y: 1986-1994 ; Generation X: 1965-1985 ; Baby Boomers: 1946-1965 --
Part 2. The business of marketing fashion : Digital storytelling : Storytelling in marketing ; Case study: Storytelling marketing funnel: CHANEL ; Interview: Raman Kia, founder/CEO RJK Project ; Interview: Bumpy Pitch brand story ; Case study: Brand voice: Barbie takes on social media ; Case study: Brand voice through a social story: #LikeAGirl campaign ; Intervew: Cindy Whitehead ; Visual consumption of content ; Case study: The Burberry dream team: digital storytelling ; Trending social stories of the #Hashtag ; Case study: #Lovewins: the rainbow movement goes viral ; Case study: #TheDress: is it white and gold or blue and black? ; The science of stories: neurological response to stories ; Storytelling becomes storygiving ; Interview: Marketing storyteller, Mike Monello of Campfire Marketing Agency ; Case study: Tiffany & Co.: incentive through love: "What makes love true?" ; Interview: Braden Harvey in his own words ; Social good marketing: purposeful stories in the digital age ; Case study: Social good from Ford Motor Co. ; Case study: The Giving Keys ; Interview: Stewart Ramsey of Krochet Kids ; Case study: Fashion revolution day: the power of a hashtag telling a story of human interest -- Strategic marketing in the digital age : Social media marketing strategy ; Real-time marketing strategies by Teri Thompson ; Interview: Trina Albus, founder of Magenta Agency ; The social media team ; Influencer marketing / marketing agencies ; Case story: Kate Spade Camp ; Interview: Zoe Waldron, social media strategist at HelloSociety ; Interview: Chelsea Matthews, founder and CEO of MATTE BLACK ; Interview: Kyle Hjelmeseth, affiliate and blogger Marketing Tactics ; Interview: Christopher Griffin, president of WWDMAGIC Fashion Industry Trade Show ; The art of the pitch ; Hidden influencers ; Case study: Pretty Little Liars (PLL) ; Case study: Costume-to-e-commerce, Arianne Phillips, costume designer ; Case sudy: Authenticity of modeling consumers as brand influencers ; Digital curation ; Fashion on-demand world ; Interview Damian F. Scoglio, founder and CEO of Gandr ; Interview: Cuit Gonzalez, brand engagement + social media manager at BCBGMAXAZRIA & Herve Leger ; Case study: Comics-to-commerce: Philip Lim ; Mobile interactive shoppable storefronts ; Case study: Kate Spade Saturday shoppable window ; Case study: Jeremy Berstein, president of The Science Project -- The evolving measurable impact of social media : The power of data ; Evolution of fashion data + analysis ; The future of fashion forecasting ; Interview: EDITED, Katie Smith, marketing & communications director ; Case study: Think with Google: shopping insight ; Data-driven briefs and personas ; Case study: Affinio, India White, chief marketing officer ; The power of search ; Journey mapping ; Case study: Simplified example of the buyer journey -- Glossary.
Summary: 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 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 to offer 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.
Holdings
Item type Current library Call number Status Date due Barcode
Standard Loan LSAD Library Main Collection 746.9 BEN (Browse shelf(Opens below)) Available 39002100634956

Enhanced descriptions from Syndetics:

Social Media for Fashion Marketing enables students to explore how social network platforms continue to alter digital communication and have an impact on the marketing strategies employed by the fashion industry. It also crucially equips readers with the know-how to examine current industry trends in social media marketing, such as the impact of new technologies, digital influencers, analytics and SEO on the fashion cycle and on consumer behaviour.

This book uniquely explores how social media marketing platforms are utilized and integrated by fashion industry professionals to better understand a brand's target audience, determine new digital strategies for growth and to create effective new media tools.

Readers gain valuable insights through a range of digital marketing case studies and chapter exercises that focus on critical thinking and practical applications. The title also features an impressive wealth of interviews with key industry practitioners, including Daniel Plenge (Marc Jacobs), Aliza Licht (Donna Karan International), Alistair Allan (Burberry), Laura West (Nike) and Andrea Port (Kenneth Cole).

Includes bibliographical references and index.

Part 1. The digital landscape transforms the fashion industry : The fashion landscape before social media ; Evolution of the fashion system ; Democratization of the fashion industry: information age ; Case study: Street photography Zeitgeist ; The fashion landscape altered: four disruptions that changed the fashion industry ; Blogosphere takes on the fashion industry ; Style sharing communities: user-generated content (UGC) ; Interview: Rachel Arthur, founder and editor, Fashion and mash ; The future of Runway ; Confirmation of a trend through online engagement -- Introduction to the digital landscape : The environment in digital space ; Social exploration ; Case study: Social engagement disruption ; The social structure ; Case study: Leveraging social currency ; Case study: Beyonc�e breaking the rules and harnessing social currency ; Case study: Retailers utilizing crowd social proof ; Case study: Urban chase turns to gamification ; Case study: Jimmy Choo, launching trainers with a scavenger hunt ; Social media networks ; Interview: Aliza Licht, founder and president of Leave Your Mark, LLC ; Case study: expiring digital content: Snapchat ; Case study: Snapchat takes on the luxury market ; Legally speaking in a social media space ; Case study: The applicability of US Federal Trade commission law to online advertising ; Uniting the world ; Interview: Leila Samii, global research on connecting through social media ; Interview: Misha Janette, Tokyo fashion diaries: Impact of fashion blogging and social media in Japan -- The rise of the hyper-connected consumer : Hyper-connected consumers ; Interview: Dr. Larry Rosen, professor of psychology of technology ; Case study: Selfies create sale conversions by EDITED ; Evolution of social behavior on social media ; Generation gab through the digital landscape ; Generation Z: 1995-2012 ; Case study: Tavi Gevinson, Rookie magazine ; Millennials / Gen Y: 1986-1994 ; Generation X: 1965-1985 ; Baby Boomers: 1946-1965 --

Part 2. The business of marketing fashion : Digital storytelling : Storytelling in marketing ; Case study: Storytelling marketing funnel: CHANEL ; Interview: Raman Kia, founder/CEO RJK Project ; Interview: Bumpy Pitch brand story ; Case study: Brand voice: Barbie takes on social media ; Case study: Brand voice through a social story: #LikeAGirl campaign ; Intervew: Cindy Whitehead ; Visual consumption of content ; Case study: The Burberry dream team: digital storytelling ; Trending social stories of the #Hashtag ; Case study: #Lovewins: the rainbow movement goes viral ; Case study: #TheDress: is it white and gold or blue and black? ; The science of stories: neurological response to stories ; Storytelling becomes storygiving ; Interview: Marketing storyteller, Mike Monello of Campfire Marketing Agency ; Case study: Tiffany & Co.: incentive through love: "What makes love true?" ; Interview: Braden Harvey in his own words ; Social good marketing: purposeful stories in the digital age ; Case study: Social good from Ford Motor Co. ; Case study: The Giving Keys ; Interview: Stewart Ramsey of Krochet Kids ; Case study: Fashion revolution day: the power of a hashtag telling a story of human interest -- Strategic marketing in the digital age : Social media marketing strategy ; Real-time marketing strategies by Teri Thompson ; Interview: Trina Albus, founder of Magenta Agency ; The social media team ; Influencer marketing / marketing agencies ; Case story: Kate Spade Camp ; Interview: Zoe Waldron, social media strategist at HelloSociety ; Interview: Chelsea Matthews, founder and CEO of MATTE BLACK ; Interview: Kyle Hjelmeseth, affiliate and blogger Marketing Tactics ; Interview: Christopher Griffin, president of WWDMAGIC Fashion Industry Trade Show ; The art of the pitch ; Hidden influencers ; Case study: Pretty Little Liars (PLL) ; Case study: Costume-to-e-commerce, Arianne Phillips, costume designer ; Case sudy: Authenticity of modeling consumers as brand influencers ; Digital curation ; Fashion on-demand world ; Interview Damian F. Scoglio, founder and CEO of Gandr ; Interview: Cuit Gonzalez, brand engagement + social media manager at BCBGMAXAZRIA & Herve Leger ; Case study: Comics-to-commerce: Philip Lim ; Mobile interactive shoppable storefronts ; Case study: Kate Spade Saturday shoppable window ; Case study: Jeremy Berstein, president of The Science Project -- The evolving measurable impact of social media : The power of data ; Evolution of fashion data + analysis ; The future of fashion forecasting ; Interview: EDITED, Katie Smith, marketing & communications director ; Case study: Think with Google: shopping insight ; Data-driven briefs and personas ; Case study: Affinio, India White, chief marketing officer ; The power of search ; Journey mapping ; Case study: Simplified example of the buyer journey -- Glossary.

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 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 to offer 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.

Author notes provided by Syndetics

Wendy Bendoni is Assistant Professor and Chair of the Fashion Marketing department in the School of Business at Woodbury University, USA, and a Consumer Trend Analysis expert to the Carl Benz Academy (Mercedes Benz of China, University of Beijing and the University of Berlin).

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