The Playbook is written for those communicating directly with individual consumer audiences about the fashion sector. This incorporates a wide range of roles and practitioners, from those in marketing, branding, advertising, public relations, creative direction, visual media, event production, content or social media at brands and retailers, to those involved in the wider communication ecosystem. This includes agencies, fashion and news media, imagemakers, digital platforms, entertainment properties, influencers, advocacy groups and educators. It is written for a global audience – as much for multinational organisations as small and medium enterprises (SMEs) – recognising that speed of adoption and support required will vary.