It’s been printed!
Close to the 2019 holidays, a wish came true: My book has been published!
Nearly 15 years of industry experience and 5 years of teaching Fashion Marketing, Comms and Management (as well as Design) in universities have informed the content of this book which looks at modern and historical procedures of Fashion Marketing through an international, ethical and critical lens. And thanks to my international contributors, I was able to interview some incredible movers and shakers of the fashion world who work in advertising, marketing, PR, psychology and trend forecasting (just to name a few), giving a sense of the real deal to every section. Thank you to all the wonderful minds that I was able to interview! I must also say that the publisher Routledge has been such a pleasure to work with.
Image depicting the Guerrilla campaign for MINI in the Netherlands.
What is in the book? Here is the Description:
Some of the usual obstacles to modern teachings of marketing are ethnocentricity, the limitation of creative thought by conformity to existing theories, lack of questioning of ethics, and a disconnection from historic events or sociological discourse. This book, in contrast, draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies as tools for understanding the way in which fashion works today, and re-evaluates what makes certain fashion marketing tactics fashionable.
Offering a combination of theory and practice, Fashion Marketing and Communication is full of international case studies, practice-based examples and interviews with scholars and practitioners in the fashion and communications industry. Covering subjects including the history of consumerism, fashion marketing, the creative direction of the fashion brand and the use of bloggers and celebrities as marketing tools, this book delineates the opportunities and challenges facing the future of fashion media in the twenty-first century.
Examining the last 100 years of marketing and communications, current theory and practice, as well as questions on the ethics of the fashion industry, this broad-ranging and critical text is perfect for undergraduate and postgraduate students of fashion marketing, branding and communication.
Image: Hugo Boss look book, kindly provided by Hugo Boss.
What do experts say? Here is their opinion
“This book shows that to be a fashion lover and maintain an activist’s heart are not mutually exclusive. The globally-minded concept speaks to an all-too-rare approach to fashion education for the student or professional. It has become commonplace to relate social responsibility to sustainability in the supply chain, but ethics plays a crucial role throughout the entire fashion industry. Olga’s chapters blend history and modern practices in marketing to create a better understanding and support progressive change.” — Monica Sklar, Assistant Professor of Fashion History and Merchandising and Liaison to the Historic Clothing and Textiles Collection at the University of Georgia, USA
“Mitterfellner carefully takes us through traditional marketing structures, straight through their morph into current techniques of branding, all the while weaving ethical considerations throughout the discipline. Through the lens of an enterprise’s social responsibility, her sharp critical eye forces us to consider fashion’s journey and cultural impact on the market in which it operates. This book is required reading for any sustainability, fashion management or marketing student. For marketing practitioners, as a moral guide, it must live on one’s reference shelf.” — Ellen Pabst von Ohain, Managing Director of Phoenix Sustainable Communications and Professor of Sustainability and Business, PR and Communications at the European Business School in Munich, Germany
“This impressive book has a refreshing look at the fundamentals of theory and practice coupled with the past and present developments of Fashion Marketing. Students and practitioners will learn, explore, and re-evaluate the industry as Olga Mitterfellner has expertly added a much needed dialog on ethics in marketing, prompting us to think and work responsibly.” — Ilan Alon, Professor of Strategy and International Marketing and Head of International Affairs at the University of Agder, Norway
Where to get a copy?
I will be posting excerpts from the chapters in the near future and hope you will enjoy them!