Fashion : promotion in practice / by Jon Cope and Dennis Maloney

Contents: Campaign planning: making it happen : Putting the P's into practice ; Planning for promotion ; Case study: The power of not planning ; Non-celebrities go viral ; Interview: Rebecca Grant ; Planning fashion promotion for non-fashion brands ; Interview: Ric Hendee ; Planning to promote cotton -- Advertising and public relations: from verbal to viral : The development of integrated fashion advertising and PR ; Interview: Oliviero Toscani ; Fashion advertising's original bad boy ; Case study: Calvin Klein: "Show yours, #My Calvins" campaign ; Types of fashion PR activity ; Advertising and media types ; Paid, owned, earned, and social media ; How to write a press release ; Going native: the future of advertising and PR ; Interview: Adam Drawas ; On the new face of fashion PR -- The celebrity role: from royalty to the rap game : The origins of celebrity in fashion ; Why use celebrities? ; Does celebrity promotion work? ; Choosing and using your celebrity ; Celebrities behaving badly ; Industry perspective: The future of celebrity in fashion promotion ; Industry perspective: Working with celebrities -- Collaborations: "X" marks the spot : Why collaborate? ; Categorizing fashion collaborations ; Promoting collaborations ; Industry perspective: Collaborating with bloggers ; Industry perspective: Charities collaborating with fashion -- The fashion show: from couturier to catwalk : The fashion week ; The changing shape of the catwalk ; The production ; On and off the catwalk ; Catwalk as a promotional vehicle ; The communication ; The end of the clique? ; The future of the catwalk ; Interview: Fiona Farnsworth ; The catwalk PR -- Fashion film: from Hollywood to Hoxton : The contemporary fashion film ; Types of fashion film ; Creative film and narrative ; Industry perspective: A fashion filmmaker's perspective ; Fashion film as a promotional vehicle ; Industry perspective: The future of the fashion film ; Interview: Georgia Hardinge and Josie Roscop ; Using fashion film: brand and designer perspective ; Interview: Diane Pernet ; International film festivals -- Events: from private parties to public performance : Events and their audiences ; Public events ; Interview: Andrea Leonardi ; Event producer, without production ; Interview: Katie Baron ; The importance of events -- Visual merchandising: from store to screen : Visual merchandising in history ; Department stores ; Window displays: attracting attention ; The boutique and the edit ; Does visual merchandising work? ; The future of visual merchandising ; Interview: JoAnn Tad ; On curating the fashion show -- The fashion magazine: from print to pixel : Magazines as promotional tools ; Going online ; Types of online sources ; A question of trust ; Going digital ; The future of the magazine ; Interview: Sébastien Rouchon ; On digital publishing.