Communicating Fashion Brands

Bol

This book demonstrates how fashion brands communicate, why the practice is significant within wider society and how it can be perceived as culturally meaningful. 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.

Bol Partner

Communicating Fashion Brands is the finest compendium of fashion branding, interior design, and packaging to date. The brand names features include both well-known, respected clothing and accessory lines worldwide and sophisticated up and coming labels. From pop-up store decr, logo design and signage to ecofriendly reusable shopping bags, business cards, gift cards, hang tangs, and promotional materials, all designed elements together create fully-formed, unified identities. Many of the store layouts within also include original architectural sketches, showing how each spatial design was brought from concept to completion.