ABSTRACT
This chapter introduces the discipline of brand communication, and its role within the fashion industry. It presents key definitions of fashion, and an overview of branding theory and terminology for readers who have not studied brand communication in the context of fashion.
Brand communication is an integral part of a brand’s corporate and brand strategy which includes an overreaching plan for long-, medium- or short-term achievement of the company’s goals and objectives. Fashion brand communication integrates various strategic tools including visual brand communication; advertising; public relations; brand experience; sponsorship and collaboration; social media and influencer marketing. This chapter also explains the strategic nature of communicating contemporary fashion brands and provides practical examples of current strategies used by fashion companies.
