Uses industry examples, including Burberry and creative agency ODD, to demonstrate how creative digital marketing practices can build vibrant, loyal communities. Covers the vital roles of influencers, analytics, pop-up stores and user-generated content, to offer a practical guide to building a successful fashion brand online. This revised edition includes two new chapters on reaching underserved markets, including people with disabilities and mature consumers, and a guide to legal issues like managing consumer data & privacy. Each chapter also now concludes with a project to help you build an e-commerce website to start experimenting with your own online marketing campaigns.