Merchandising/Marketing/Retailing: Management

Advertising Fashion-based Exhibitions under Fashion Museology for College Fashion Students to benefit both Fashion and Museum Industries

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Abstract

Fashion Museology is a marketing strategy applied by contemporary museums to illustrate the contemporary fashion system by dimensional presentation crossover between designers, techniques, and sustainability topics in a spectacular atmosphere, feeling, or experience for the visitors. This approach benefits the economic sustainability of both the fashion and museum industries and satisfies the growing academic interest in fashion studies. With the efficiency and effectiveness of museum collections for fashion students’ design skills, creativity, and knowledge, college fashion students are essential visitors to be considered by museum marketing when applying the Fashion Museology approach. Many museums also took advantage of Instagram's interactive and linkable networks to stimulate, persuade, and accelerate the promotion of fashion-based exhibitions. Based on the lens of the Attention Interest Desire Action (AIDA) model, the researcher aims to examine the best-promoting practices under Fashion Museology in attracting college fashion students' attention, interest, and engagement on fashion-based exhibitions through the impactful social media - Instagram.

Keywords: Fashion Museology, museum advertisement, social media, fashion students

How to Cite:

Yuen, Y., (2024) “Advertising Fashion-based Exhibitions under Fashion Museology for College Fashion Students to benefit both Fashion and Museum Industries”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17425