It provides an in-depth introduction to the history of styles and leading designer innovations in advertising from the early 1900s to the modern day, which took place in tandem with societal developments. The text aims to equip the reader with the cultural capital necessary to pursue a career in fashion communication by providing foundational knowledge of the fashion industry’s rich history. In line with this aim, it also covers a broad range of advertising and public relations practices in fashion, including fashion event management, press releases, digital media strategies, fashion magazine strategies, crisis communication, and CSR communication. A wealth of pedagogical features are included throughout the book, including reflection points, student exercises, and end-of-chapter discussion questions.

This unique textbook will be valuable for students of fashion marketing, business, and communication and for undergraduates studying public relations and advertising considering a career in fashion.

Comprehensive and ready-to-use instructor resources such as dedicated case studies for each chapter, assessment strategies, quizzes, essay topics and scenario assignments, are also offered online to augment teaching.

About the Author

Martina Topić-Rutherford is a behavioral sociologist and mass communication scholar. She is currently an associate professor at the University of Alabama, College of Communication and Information Sciences, Department of Advertising and PR, US.

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