Fashion, Media, Promotion
The New Black Magic
1. Auflage April 2010
264 Seiten, Softcover
Lehrbuch
Kurzbeschreibung
Fashion, Media, Promotion: The New Black Magic involves the reader with the process of selling fashion. It examines the relationship between the fashion industry (fashion retailing, promotion, design, PR, branding, advertising, and buying) and communication networks (magazines, newspapers, websites, advertising, film and music). Hollywood's role in shaping fashion's influence is considered, and exceptional designers: Schiaparelli, Dior, Givenchy, Quant, Westwood, are placed within their full cultural context. It demystifies its fascinating subject matter, exploring the myths which continue to make fashion so compelling.
In Fashion, Media, Promotion: the new black magic Fashion is linked to its communication networks - involving the reader in the process of selling Fashion in the global marketplace. Fashion's ingenuity in adapting to new means of promotion for digital and print media, websites, advertising, cinema, music and television, is celebrated.
* Hollywood's role in shaping Fashion's influence is assessed through Audrey Hepburn's persuasive iconography and the impact of the most watched movie of the 20th century: Gone with the Wind.
* Exceptional designers Coco Chanel, Christian Dior, Rei Kawakubo, Mary Quant, Elsa Schiaparelli, Vivienne Westwood are considered, together with extraordinary innovators Paul Smith, Vidal Sassoon, Lynne Franks.
* Roland Barthes' Fashion System and Mythologies are viewed as cultural and promotional texts, with revealing insights into the technologies which bring Fashion to mass audiences.
* Marketing and branding successes are reviewed and Fashion's continuing narrative is illustrated with luminous colour images.
Dedication.
INTRODUCTION.
Fashion, Media, Promotion: the new black magic.
CHAPTER One.
Scarlett O'Hara and the post-bellum New Look.
CHAPTER Two.
Audrey Hepburn and breakfast at Givenchy's.
CHAPTER Three.
Vivienne Westwood and Anglomania at the Met.
CHAPTER Four.
Mary Quant and the JCPenney blockbuster.
CHAPTER Five.
Paul Smith and the global shopping game.
CONCLUSION.
Roland Barthes and the compassionate professionals.
Bibliography.
Index.
