The Fundamentals of Digital Fashion Marketing

Uses industry examples, including Burberry and creative agency ODD, to demonstrate how creative digital marketing practices can build vibrant, loyal communities. Covers the vital roles of influencers, analytics, pop-up stores and user-generated content, to offer a practical guide to building a successful fashion brand online. This revised edition includes two new chapters on reaching underserved markets, including people with disabilities and mature consumers, and a guide to legal issues like managing consumer data & privacy. Each chapter also now concludes with a project to help you build an e-commerce website to start experimenting with your own online marketing campaigns.