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
Wendy K. Bendoni (Woodbury University USA)
Bloomsbury Visual Arts
Country of Publication:
09 February 2017
Section 1: The Digital Landscape Transforms the Fashion Industry 1. Digital Disruption of the Fashion Industry 1.1 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 Landscape 2.1 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 Corner 3 Rise of the Hyper-Connected Consumers 3.1 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 Corner Section 2: The Business of Fashion Marketing 4 Digital Storytelling 4.1 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 Corner 5 Strategic Marketing in the Digital Age 5.1 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 Corner 6 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
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).
Reviews for Social Media for Fashion Marketing: Storytelling in a Digital World
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. -- Karen Cross, Subject leader for Marketing, Fashion and Retail, Robert Gordon University, UK 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. -- Jason Schmitt, Green Mountain College, USA This is a very vibrant textbook giving insight into the world of digital fashion marketing and how this impacts change within fashion brands -- Barbara Diack, Lecturer in Fashion Retailing, Heriot-Watt University, UK