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Fashion Marketing between online shopping and the dynamics of fashion 4.0
Have you heard of fashion marketing, but you didn’t get the boundaries of this concept and, most importantly, its evolution in the last few years?
Isabella Ratti answers all these questions in her debut book ‘Fashion Marketing – A journey to discover the new ways of shopping and the mechanisms of 4.0 fashion’.
What is Fashion Marketing??
Isabella Ratti’s answer
The fashion industry has shown, especially in the last few years, to know how to be receptive and react proactively to the changing demands of its customers. Indeed, fashion marketing, the part of marketing that applies sales and communication techniques to fashion products, has radically changed thanks to digitalisation, renovating itself entirely.
The customer of luxury goods, especially in the fashion industry, is a unique target, as she or he does not only want a quality and impeccable service, but also demands exclusivity. It is exactly the ability to make customers feel ‘unique’, in the era of digital globalisation, the fashion marketing great challenge in the age of fashion 4.0.
Fashion marketing, between online shopping and the dynamics of fashion 4.0
These major changes have led to a revolution in the way of thinking of and training many positions that play a fundamental role in fashion marketing. If, on the one hand, the generation of stylists and marketing managers born and raised with Karl Lagerfeld has had to review their standards in light of the new media (Facebook, LinkedIn, Instagram, Pinterest, YouTube, and many more), others, on the other hand, want to enter this field having a handbook to learn the theory. Furthermore, it is a useful support for those who want to stay up to date on fashion and marketing, fields in which it is essential to know the latest trends and be able to exploit them quickly.
Why did I write this book?
The genesis of this book lies in my studies, in my work experiences in marketing roles for luxury and large-scale retail brands and in my current job as image consultant and business image expert. The north star that has guided me in running my own company – Isabella Ratti Style Coaching & Consulting Sagl – and not only is that to make fashion ‘democratic’. Democratize fashion is not just a slogan, but a new perspective on the fashion industry that is reflected and put into practice also in my training activities for the youth. In particular, in the last few years I have become increasingly aware of the lack of a fashion marketing handbook, up to date on the history of fashion and showing the contemporary aspects of the industry.
What are you waiting for?
Discover the new frontiers
of Fashion Marketing!
Besides this professional dimension, I felt the desire to share my experience in the fashion industry 4.0 with colleagues and enthusiasts and to explain, through practical and concrete examples, how much fashion marketing has changed in recent years. This is why a results-oriented and data-driven approach is the hallmark of all the pages, where no statement is left to chance!
This dual intention is reflected in the handbook’s bipartite structure: on the one hand, the history of fashion at the beginning and, on the other, the ample margin I have dedicated to the new media.
Each social media, indeed, has a dedicated chapter in which I not only summarise its birth, but I illustrate its tools and potential, supported by many successful examples.
In short, what was the inspiration for my 15-chapters book? The wish to provide a support not only to those who work in the industry, sales managers, and students who want to understand in depth the dynamics of digital fashion marketing, but also young up-and-comers in this sector who want a reference text that provides an overview of the history of fashion from its beginnings to digitalisation.
You need my book if…
from its origins to the present. Not just text, but images and examples of success that allow to understand how to put fashion marketing strategies into practice;
in particular, with the role that the new media have (and will have) in communicating a brand and make it successful, unique, and exclusive;
and wish to learn about the best ones. This is the practical handbook you need. Graphs, numbers, and updated statistics are the base for success;
you love to study and grasp the dynamics of digital marketing: the fashion industry in our country, thanks to the importance of Made in Italy, has much to offer and above all to teach to those who want to have a comprehensive overview of digital influences in Italy.
My travelling companions: the contributors
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What are you waiting for?
Discover the new frontiers
of Fashion Marketing!
Keep in touch:
For more information on my courses or services, for any question or more in-depth information on a particular topic, please do not hesitate to contact me, I will be happy to answer you.