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This book explores the concept of the celebrity as a human fashion brand, and the effectiveness of the celebrity in promoting fashions and shaping the identity and decisions of fashion consumers. Beginning with an overview of the background and context of the fashion celebrity, the authors consider celebrity fashion classifications, fashion influencers, explore existing theory, models and tools, and the role of technology, and explain how celebrity-endorsed products impact on fashion consumers and trends. The book defines and develops a 'Human Fashion Brand Model', which describes the relationship between the fashion celebrity, fashion celebrity marketers and fashion consumer behaviour choices in celebrity fashion emulation. Coupled with reflective questions to aid learning, every chapter is illustrated by case studies of celebrities as fashion brands, as well as their impact on fashion, including Kylie Jenner and Kim Kardashian West, Beyoncé and Madonna. Providing a holistic understanding of the celebrity as a human fashion brand and celebrity-inspired fashion consumption, Celebrity Fashion Marketing should be recommended reading for advanced undergraduate and postgraduate students studying Celebrity Fashion and Influencer Marketing, Fashion Marketing, Fashion Brand Management and Consumer Behaviour.

Fashion merchandising.

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Innovation in Small Construction Firms promotes the benefits of innovation, and stimulate innovation capability within and between small and medium sized (SMEs) construction firms in an effort to bring in a new 'can innovate, should innovate, want to innovate' culture to the construction industry. Presenting new theoretical and practical insights and models grounded in descriptive case studies, the issues addressed include:what is the motivation to innovate? what is appropriate innovation? how can small construction firms create, manage and exploit innovation?<

Construction industry --- Small business --- Research. --- Technological innovations. --- Technological innovations

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Architecture --- Computer-aided design