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(05-12427) Job:05-12424 Title:RP-Field Guide-How to be a Fashion Designer
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DISTRIBUTION 134
The multi-brand store 137
The single-brand store 138
Large department stores 138
Outlets 140
Supermarkets and hypermarkets 140
Catalog sales 140
Street markets 141
The website 141
GLOSSARY 144
COMMUNICATION 147
FASHION AND COMMUNICATION 149
PROCESSES AND AGENTS 150
The press office 151
Public relations 152
The advertising agency 154
Celebrities 158
Product placement 160
INSTRUMENTS OF COMMUNICATION 162
Instruments of institutional communiction 162
The brand 162
Labels 165
Point of sale 166
Patronage and sponsorship 166
Corporate magazines 168
The website 168
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(05-12427) Job:05-12424 Title:RP-Field Guide-How to be a Fashion Designer
#175 Dtp:221 Page:8
001-011_12427.indd 8001-011_12427.indd 8 5/30/09 8:11:34 AM5/30/09 8:11:34 AM