Provides visual arts students with a theoretical and practical exploration of each of the fundamental topics within the discipline of Fashion Management. The book addresses the new ways in which brands engage with customers, through the latest digital channels as well as traditional methods.

AVA’s Basics Fashion Management titles are designed to provide visual arts students with a theoretical and practical exploration of each of the fundamental topics within the discipline of Fashion Management. Packed with examples from students and professionals and fully illustrated with clear diagrams and inspiring imagery, they offer an essential exploration of the subject. The second book in AVA's Basics Fashion Management series, Fashion Promotion: Building a brand through marketing and communication, examines what's required for a 21st century fashion brand to make its mark and stay visible in a shifting consumer landscape.

The book addresses the new ways in which brands engage with customers, through the latest digital channels as well as traditional methods.

Topics covered include:
• Developing a brand from an original idea;
• The impact of blogging and street style sites;
• Digital fashion;
• Online and offline marketing techniques;
• Creating the vision behind a brand;
• Public relations.