The Importance of Studying Fashion for Advertising and PR

This chapter outlines the social importance of fashion and its historical developments, which are then further developed in subsequent chapters. The chapter also discusses the basic components of fashion advertising and public relations, then examines fashion as cultural and symbolic capital. It explains how knowledge of fashion serves as capital and why it is important to understand fashion, its history, social significance, and changes to the fashion industry. This chapter will help students gain a basic understanding of fashion: cultural and symbolic capital and the historical and societal development of the fashion industry, which they will further develop in continuation of the textbook.