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Social Media for Fashion Marketing: Storytelling in a Digital World de Wendy K. Bendoni

Social Media for Fashion Marketing: Storytelling in a Digital World

Autor Wendy K. Bendoni
en Limba Engleză Paperback – 8 feb 2017
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
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Specificații

ISBN-13: 9781474233323
ISBN-10: 1474233325
Pagini: 272
Ilustrații: 200 colour illus
Dimensiuni: 210 x 270 x 2 mm
Greutate: 1.02 kg
Editura: Bloomsbury Publishing
Colecția Bloomsbury Visual Arts
Locul publicării:London, United Kingdom

Caracteristici

The only book to bridge the gap between the standalone fashion marketing and social media marketing textbooks currently available and exclusively focuses on social media marketing from the business of fashion perspective

Notă biografică

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).

Cuprins

Section 1: The Digital Landscape Transforms the Fashion Industry1. Digital Disruption of the Fashion Industry1.1 Introduction;1.2 The Fashion Landscape Before Social Media; 1.2 Evolution of the Fashion System; Democratization of the Fashion Industry; 1.5 The Fashion Landscape Disrupted; 1.6 Blogosphere takes on the Fashion Industry; 1.7 Style Sharing Communities: User-Generated Content (UGC)2 Introduction of the Digital Landscape2.1 Introduction; 2.2 The Environment in Digital Space; 2.3 Social Exploration; 2.4 The Social Structure; 2.5 Social Media Networks; 2.6 Legally Speaking in a Social Media Space; 2.7 Uniting the World; 2.8 Exercises and Technology Corner3 Rise of the Hyper-Connected Consumers3.1 Introduction; 3.2 Hyper-Connected Consumers; 3.3 Evolution of Social Behaviour on Social Media; 3.4 Generation Gap through the Digital Landscape; 3.5 Generation Z; 3.6 Millennials; 3.7 Generation X; 3.8 Baby Boomers; 3.9 Exercises and Technology CornerSection 2: The Business of Fashion Marketing4 Digital Storytelling4.1 Introduction; 4.2 Storytelling in Marketing; 4.3 Storytelling Marketing; 4.4 Visual Consumption; 4.5 Social Story: The Burberry Dream; 4.6 Trending Social Stories of the #hastag; 4.7 The Science of Stories: Neurological Responses to Stories; 4.8 Storytelling Becomes Storygiving; 4.9 Social Marketing: Purposeful Stories in the Digital Age; 4.10 Exercises and Technology Corner5 Strategic Marketing in the Digital Age5.1 Introduction; 5.2 Social Media Marketing Strategy; 5.3 Real-time Marketing Strategies by Teri Thompson; 5.4 Interview: Trina Albus, Founder of Magenta Agency; 5.5 The Social Media Team; 5.6 Creative Branding and Strategic Marketing Alliance; 5.7 Influencer Marketing/ Marketing Agencies; 5.8 Art of the Pitch; 5.9 Hidden Influencers; 5.10 Digital Curation; 5.11 Fashion On-Demand World; 5.12 Retail Science of the Digital Age; 5.13 Mobile Interactive Store Fronts; 5.14 Exercises and Technology Corner6 The Evolving Measurable Impact of Social Media 6.1 Introduction; 6.2 The Power of Data; 6.3 Evolution of Fashion Data and Analytics; 6.4 Fashion Intelligence; 6.5 Data-Driven Briefs and Personas; 6.6 The Power of Search; 6.7 Introduction Search Engine Marketing (SEM) and Search Engine Optimization (SEO); 6.8 Journey Mapping Case; 6.9 Exercises and Technology Corner

Recenzii

Social Media for Marketing encompasses the creativity and cultural diversity of the online fashion world while revealing the technical and business considerations behind a successful social media campaign. It is essential reading for all fashion students as they prepare to enter a digitally connected, ever-changing global industry. I can definitely see this being required reading for both undergraduate and postgraduate Fashion Management students.
This book's approach is exactly the format I want for my classroom pedagogy.which perhaps is why this is the most glowing review I have ever done. This is exactly (in my opinion) what students respond to..case studies, engaging stories, leading business/marketing ideas. Excellent all around. This book has so many amazing interviews. This text is current and well positioned. I have looked at TONS of new media/consumer texts.I really think the author has done a great day with key quotes from current industry leaders to validate the chapter assertions made. I love the breakdown of the text..very 2.0 thinking itself. Great use of graphics, charts, and really conveys somewhat complex economics and business markets in an easy to understand format.
This is a very vibrant textbook giving insight into the world of digital fashion marketing and how this impacts change within fashion brands