9 - Communication in Fashion

Question 1

key characteristics of F&L communication

Answer 1

designer spokesperson

KOL + influencers

heritage storytelling

creating buzz

product focus

visual communication

Question 2

visual codes that make up communication identity

Answer 2

concept
tone of voice
colours
people
location
media

Question 3

2020: disruptive year

Answer 3

new corporate values
- ex: Gucci + Chloe

• inclusivity is the new exclusivity

Question 4

evolution of the communication eco-system

Answer 4

publishers are evolving into communication agencies

influencers are the new retailers

brands are the new media companies

Question 5

objectives of fashion communication

Answer 5

brand awareness

brand image

reputation

Question 6

levels of communication

Answer 6

product - support sell-in + sell-out

brand - build awareness + image

corporate - reputation