Marketing Fashion Second Edition

by Harriet Posner

Author	: Harriet Posner
Publisher	: Laurence King Publishing
Total Pages	: 473
Release	: 2015-08-17
Genre	: Design
ISBN	: 178067807X

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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 creating a customer profile to developing a brand identity. 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.

Fashion Marketing

by Mike Easey

Author	: Mike Easey
Publisher	: John Wiley & Sons
Total Pages	: 280
Release	: 2009-03-16
Genre	: Business & Economics
ISBN	: 9781444309560

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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 Communications

by Gaynor Lea-Greenwood

Author	: Gaynor Lea-Greenwood
Publisher	: John Wiley & Sons
Total Pages	: 231
Release	: 2013-03-18
Genre	: Design
ISBN	: 1405150602

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Fashion is all about image. Consequently, fashion marketing communications – encompassing image management and public relations, branding, visual merchandising, publicity campaigns, handling the media, celebrity endorsement and sponsorship, crisis management etc. – have become increasingly important in the fashion business. This textbook for students of fashion design, fashion marketing, communications and the media sets out all that they need for the increasing number of courses in which the subject is a part.

Fashion Marketing and Communication

by Olga Mitterfellner

Author	: Olga Mitterfellner
Publisher	: Routledge
Total Pages	: 284
Release	: 2019-11-14
Genre	: Business & Economics
ISBN	: 042983716X

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Some of the usual obstacles to modern teachings of marketing are ethnocentricity, the limitation of creative thought by conformity to existing theories, lack of questioning of ethics, and a disconnection from historic events or sociological discourse. This book, in contrast, draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies as tools for understanding the way in which fashion works today, and re-evaluates what makes certain fashion marketing tactics fashionable. Offering a combination of theory and practice, Fashion Marketing and Communication is full of international case studies, practice-based examples and interviews with scholars and practitioners in the fashion and communications industry. Covering subjects including the history of consumerism, fashion marketing, the creative direction of the fashion brand and the use of bloggers and celebrities as marketing tools, this book delineates the opportunities and challenges facing the future of fashion media in the twenty-first century. Examining the last 100 years of marketing and communications, current theory and practice, as well as questions on the ethics of the fashion industry, this broad-ranging and critical text is perfect for undergraduate and postgraduate students of fashion marketing, branding and communication.

Marketing Fashion

by Harriet Posner

Author	: Harriet Posner
Publisher	: Laurence King Publishing
Total Pages	: 224
Release	: 2011-04-28
Genre	: Business & Economics
ISBN	: 178067533X

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Marketing and fashion branding inform many of the strategic and creative decisions involved in fashion design and product development. Marketing is a vital component of the industry supply chain and an understanding of its importance and role is essential for those planning a career in fashion. 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 theoretical concepts, and illustrates how they are applied within the global fashion and retail industry, from the heights of haute couture to the multiples of the mass market. 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.

Fashion Marketing

by Caroline Le Bon

Author	: Caroline Le Bon
Publisher	: Business Expert Press
Total Pages	: 136
Release	: 2014-10-10
Genre	: Business & Economics
ISBN	: 160649905X

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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.

Mastering Fashion Marketing

by Tim Jackson

Author	: Tim Jackson
Publisher	: Bloomsbury Publishing
Total Pages	: 240
Release	: 2017-09-16
Genre	: Business & Economics
ISBN	: 1137092718

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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.

The Art of Digital Marketing for Fashion and Luxury Brands

by Wilson Ozuem

Author	: Wilson Ozuem
Publisher	: Springer Nature
Total Pages	: 471
Release	: 2021-07-17
Genre	: Business & Economics
ISBN	: 303070324X

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This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a consumer’s purchase and post-purchase trajectories. The fashion industry has evolved rapidly over the last few years with the diffusion of fast fashion and luxury democratization, not to mention the advent of ICT and the development of communication. Today, fashion companies face new challenges, such as how to manage brands and how to choose between marketplaces and digital marketspaces. While some companies focus on one channel selection, others embrace the omnichannel choice and look for a balance between the two environments. Whatever the strategy, it is essential to manage these touch-points in order to create interaction between consumers and brands, provide meaningful customer experiences, and to maximize customers’ engagement. An insightful read for scholars in marketing, fashion and retail, this book investigates the triangulation between branding, marketplace, and marketspace and its impact on the organization.

The Why of the Buy

by Patricia Mink Rath

Author	: Patricia Mink Rath
Publisher	: Bloomsbury Publishing USA
Total Pages	: 481
Release	: 2014-10-27
Genre	: Business & Economics
ISBN	: 1609018982

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How do consumers decide what to buy for their wardrobes and their homes? What drives them to choose one brand over another? This current textbook tells all about how consumer behavior theory and practice is applied in the fashion industry. The second edition of Why of the Buy: Consumer Behavior and Fashion Marketing updates its presentation of how psychology, sociology, and culture influences consumers' fashion purchase decisions-and ultimately impacts the success of global fashion enterprises. The unifying element of this text is its presentation of current knowledge of consumer behavior applied to the fields of fashion and design in an enthusiastic and relevant way that will attract and engage students. New to this Edition ~ New Chapter 11, Social Media and the Fashion Consumer, explores how the relationship between marketers, retailers, and consumers is aided by social media and the internet ~ Added discussion of Omnichannel retailing in Chapter 13 ~ Expanded and updated coverage of technology, ethics, and social responsibility ~ What Do I Need to Know About ...? list the objectives of each chapter and provide a roadmap for study ~ More than 20% new photos all in full color Chapter Features ~ Let's Talk features throughout each chapter encourage students to relate the topic to their experiences and observations ~ Case in Point and Point of View box features in each chapter offer real life case studies or current viewpoints on relevant consumer behavior and marketing topics ~ Chapter mini-projects offer an opportunity to apply chapter concepts to realistic fashion settings ~ Summaries, Key Terms, Questions for Review and Activities