Fashion Marketing

Author: Mike Easey

Publisher: John Wiley & Sons

ISBN: 9781444309560

Category: Business & Economics

Page: 280

View: 8284

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‘Clothing that is not purchased or worn is not fashion’ (to paraphrase Armani) Knowledge of marketing is essential to help ensure success and reduce the risk of failure in fashion. For the designer starting up in business, this book offers a guide to the major decisions that will enable you to fulfil your creative potential and be a financial success: What are the major trends we should be monitoring?; How should we set our prices?; What is the most effective way to get our message across about the new product range?; Which colour-wash will be the most popular with buyers? Marketing is now a firmly established element of most fashion and clothing courses. Fashion Marketing is written to meet students’ requirements and has many features making it essential reading for anyone involved in the fashion and clothing business: · deals with contemporary issues in fashion marketing · up-to-date examples of global good practice · exclusively about fashion marketing · a unique contribution on range planning with a practical blend of sound design sense and commercial realism · a balance of theory and practice, with examples to illustrate key concepts · clear worked numerical examples to ensure that the ideas are easily understood and retained · over 50 diagrams · a glossary of the main fashion marketing terms and a guide to further reading · a systematic approach to fashion marketing, not hyperbole or speculation. The new edition has been updated throughout with new material on different promotional media, visual marketing and international marketing research; and new coverage of internal marketing, supply chain management, international marketing communications as well as the role of the internet. See www.blackwellpublishing.com/easey for supporting pack for tutors, including PowerPoint slides for each chapter plus ideas and exercises for seminars.

Fashion Marketing

Influencing Consumer Choice and Loyalty with Fashion Products

Author: Caroline Le Bon

Publisher: Business Expert Press

ISBN: 160649905X

Category: Business & Economics

Page: 124

View: 3462

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Fashion is everywhere! It transcends domains and applies to almost any kind of product (e.g., apparel, cars, digital devices, food, literature, travel, music, house decoration and personal wellness). Fashion greatly influences public interest, media coverage, and product success. The global fashion industry is among the most important in terms of investments, trade, and employment, despite its dependence on unpredictable demand. This book focuses on the fashion apparel and accessories industry in an attempt to help managers answer the following questions: Why and how do fashion products appeal to consumers, despite their constantly varying attributes? What specific elements and benefits of fashion influence consumers, and how can companies exploit them and gain from these? Which marketing strategies and tactics should companies use to increase fashion products’ success while communicating and managing customers’ image? How can companies maintain customer loyalty and generate higher profits with fashion products? By undertaking deep analyses of manufacturers and retailers’ best practices, interviewing customers and companies, and reviewing recent academic research on fashion marketing, this book answers such questions and thus helps managers leverage the value that fashion adds to products while creating loyal customers in truly competitive fashion markets.

Fashion Marketing Communications

Author: Gaynor Lea-Greenwood

Publisher: John Wiley & Sons

ISBN: 1405150602

Category: Architecture

Page: 203

View: 2055

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"Fashion marketing communications explores key issues in the way fashion is promoted to consumers: from public relations to branding and product placement; celebrity endorsement and sponsorship to visual merchandising. Gaylor Lea-Greenwood, a leading academic in fashion marketing, offers new insights on fashion media, internationalisation and measuring return on investment and effectiveness"--P. [4] of cover.

Fashion Marketing: Contemporary Issues

Author: Tony Hines,Margaret Bruce

Publisher: Routledge

ISBN: 1136004254

Category: Business & Economics

Page: 264

View: 7408

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'Fashion Marketing' is a book of key chapter contributions from renowned academics and practitioners that addresses many of the contemporary issues facing one of the world's largest and most global of industries. With international contributions from the UK, USA and China, 'Fashion Marketing' covers all of the key themes and issues of this area, including: * forecasting * sourcing * supply chain management (demand management) * new product development * design management * logistics * range planning * colour prediction * market testing * e-commerce * strategy Ideal for use on any undergraduate or postgraduate courses in Fashion, Textiles, Apparel and Retailing Management where there is a need to address the topic of fashion marketing, this book will also serve as a useful, informative and authoritative text for senior managers in the fashion marketing industries wanting to gain further understanding of current and future developments within the industry.

Mastering Fashion Marketing

Author: Tim Jackson,David Shaw

Publisher: Macmillan International Higher Education

ISBN: 1137092718

Category: Business & Economics

Page: 240

View: 6683

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This is the first book on the subject that combines contemporary marketing theory with analysis of operational marketing practice within the fashion industry. It contains the views of key practitioners and much original case study material from leading fashion organizations to provide unique insights into the reality of fashion marketing.

Social Media for Fashion Marketing

Storytelling in a Digital World

Author: Wendy K. Bendoni

Publisher: Bloomsbury Publishing

ISBN: 1474233325

Category: Business & Economics

Page: 272

View: 6569

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Social Media for Fashion Marketing uses cutting edge case studies and detailed interviews to show how the business of fashion is changing in the digital landscape. Bendoni (@BendoniStyle) also considers the psychological impact of being a hyper-connected consumer and the generational gaps in social media communication. Using academic research alongside her 25 years of fashion marketing experience to offer a clear picture of the changing narrative of storytelling, social confirmation, digital nesting and how to use data to shape a brand's online presence.With practical and critical thinking activities to hone your skills into professional practice, this is the ultimate guide to social marketing, promotion, SEO, branding and communication.Featured topics- Rules of Digital Storytelling- Rethinking Gamification- Strategic Digital Marketing- The Role of Citizen Journalists- The Social Media Looking Glass- World of Influencer Marketing- Visual Consumption Economy- Global Perspective of Social Media

Fashion Marketing & Merchandising

Author: Mary G. Wolfe

Publisher: Goodheart-Wilcox Publisher

ISBN: 9781635631494

Category: Business & Economics

Page: 224

View: 2891

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"Previously published as The World of Fashion Merchandising by Mary G. Wolfe."

Marketing Fashion

Portfolio Series

Author: Harriet Posner

Publisher: Laurence King Publishing

ISBN: 9781856697231

Category: Business & Economics

Page: 224

View: 9403

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Marketing Fashion is a practical guide to the fundamental principles of marketing and branding, from catwalk to price calculation, developing brand identity to creating a customer profile. The book explains key theoreticalconcepts, and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market. The book is designed to appeal to students at degree or foundation level as well as those contemplatinga career within the fashion industry.

Fashion Marketing

Theory, Principles & Practice

Author: Marianne Bickle

Publisher: Fairchild Books

ISBN: 9781563677380

Category: Business & Economics

Page: 352

View: 6280

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Prior to the 1970s and 1980s, fashion marketing focused heavily (and perhaps solely) on women's fashions. Today, fashion marketing influences all products and how consumers use these products. How products are marketed, when products are marketed, the evolution of products into different sizes, shapes, colors, and uses are all influenced by fashion marketers. Fashion marketing is taken to different levels from branding a person (e.g., Ralph Lauren, the person), a line of products (e.g., Lexus luxury cars), or a single product (e.g., Coach handbag). This much-needed text introduces new methods and technologies to apply today's principles to future practices of fashion marketing.

The Why of the Buy

Consumer Behavior and Fashion Marketing

Author: Patricia Mink Rath,Stefani Bay,Penny Gill,Richard Petrizzi

Publisher: Bloomsbury Publishing

ISBN: 1609018982

Category: Business & Economics

Page: 480

View: 1714

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This book focuses on the causes and effects of consumer purchasing and forming strategies for targeting and catering to the needs of that consumer population.

Fashion Marketing

Author: Janet Bohdanowicz,Liz Clamp

Publisher: Cengage Learning Emea

ISBN: 9780415059404

Category: Business & Economics

Page: 177

View: 540

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Aie, Fashion Marketing

Author: Oelkers

Publisher: N.A

ISBN: 9780538435659

Category: Fashion merchandising

Page: 298

View: 1331

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Contains marginal notes with suggestions for activities and projects as well as ideas for classroom discussion.

The Fundamentals of Digital Fashion Marketing

Author: Clare Harris

Publisher: Bloomsbury Publishing

ISBN: 1474220851

Category: Design

Page: 216

View: 4526

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The Fundamentals of Digital Fashion Marketing introduces and explores contemporary digital marketing practices within the fashion industry. Clare Harris clearly explains key digital marketing strategies and examines and illustrates their role in fashion through exciting and memorable industry examples. Marketing practices covered include online marketing, social media, video, mobile technologies, in-store technologies, augmented reality and digital spaces.The text features interviews and case studies from some of fashion's biggest brands and most cutting-edge marketing companies, while also promoting active learning through engaging activities and exercises. This all combines to create a book that will inform, stimulate and inspire the next generation of creative marketers.

Marketing Fashion, Second edition

Strategy, Branding and Promotion

Author: Harriet Posner

Publisher: Laurence King Publishing

ISBN: 9781780675664

Category: Design

Page: 240

View: 1471

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Marketing and branding inform many of the strategic and creative decisions involved in fashion design and product development. Marketing is a vital component of the industry and an understanding of its importance and role is essential for those planning a career in fashion. Marketing Fashion, Second Edition is a practical guide to the fundamental principles of marketing and branding, from developing brand identity to creating a customer profile. The book explains key theoretical concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market. All tools in the modern marketer's kit are discussed, from attending fashion fairs to viral marketing and online strategies. Using examples and case studies drawn from a broad range of fashion, textile, and retail businesses, students are led through the marketing process from initial consumer and market research to the creation of exciting marketing and branding campaigns. The book is designed to appeal to students at degree or foundation level as well as those contemplating a career within the fashion industry.

The Business of Fashion

Designing, Manufacturing, and Marketing

Author: Leslie Davis Burns,Kathy K. Mullet,Nancy O. Bryant

Publisher: Bloomsbury Publishing USA

ISBN: 1501315218

Category: Business & Economics

Page: 384

View: 8463

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Research-based content provides insight on the organization and operation of textiles, apparel, accesories and home fahion companies, as well as the effect of technological, organizational and global changes on every area of the business.

Sustainability in Fashion

A Cradle to Upcycle Approach

Author: Claudia E. Henninger,Panayiota J. Alevizou,Helen Goworek,Daniella Ryding

Publisher: Springer

ISBN: 3319512536

Category: Business & Economics

Page: 270

View: 9993

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This book provides a critical insight into sustainability and fashion in a retailing and marketing context. Examining a truly global industry, Sustainability in Fashion offers international application with a view to contextualising important developments within the industry. Contributors use their diverse backgrounds and expertise to provide a contemporary approach in examining key theoretical concepts, constructs and developments. Topics include consumer behaviour, communications, circular economy and supply chain management. The individual chapters focus on sustainability and provide a range of fashion sector examples from high street to luxury apparel.

Basics Fashion Management 02: Fashion Promotion

Building a Brand Through Marketing and Communication

Author: Gwyneth Moore

Publisher: A&C Black

ISBN: 2940411875

Category: Business & Economics

Page: 184

View: 9802

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Fashion Promotion fully examines what's required for a 21st century fashion brand to make its mark and stay visible in a shifting consumer landscape.