Fashion Marketing & Communications
1 hrs 43 mins read
Supported by:
In the fashion and luxury industries, selling a lifestyle and tapping into the aspirations and dreams of consumers can be as significant a motivation to purchase as product innovation and quality. As a result, marketing has long been a fundamental cornerstone of any modern fashion or luxury business. Where once marketing focused on print media and unilateral broadcasts by a brand, today it seeks to create a dialogue between brand and consumer. In this course, public relations, influencer marketing, experiential marketing, digital marketing, content marketing and demographic specific strategies are each explained and illustrated through real-life examples from leading brands, in addition to features identifying market trends and industry developments.
1. Public Relations
The supply, dissemination and management of information regarding an individual or a company to the public and the press.
2. Influencer Marketing
Companies can utilise the public interest in an individual or a specific demographic of influential figures to influence broader consumer segments.
3. Experiential Marketing
The engagement of consumers through their participation in brand events, such as exhibitions, shows, concerts and immersive retail experiences and entertainments.
4. Content Marketing
The creation of content, such as films, advertorial interviews, backstage shoots and celebrity endorsements, which potential consumers seek out or choose to engage with.
5. Marketing to Millennials
Strategies and exercises that specifically target the millennial demographic — much influenced by the digital revolution and new forms of communication, such as social media.
