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Author : Tony Hines,Margaret Bruce
Publisher : Routledge
Page : 350 pages
File Size : 55,6 Mb
Release : 2007
Category : Business & Economics
ISBN : 9780750668972
This is a book of key chapter contributions from renowned academics and practitioners that addresses many of the contemporary issues facing one of the largest and most global of industries.
Author : Tony Hines,Margaret Bruce
Publisher : Routledge
Page : 266 pages
File Size : 46,5 Mb
Release : 2012-10-12
Category : Business & Economics
ISBN : 9781136004254
'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.
Author : Tony Hines
Publisher : Unknown
Page : 352 pages
File Size : 43,5 Mb
Release : 2019-11-30
Category : Business & Economics
ISBN : 0415839726
This exciting third edition of the highly successful Fashion Marketing features all-new content, covering every aspect of the world of fashion marketing from the global supply chain to sustainability. The twelve new chapters from fashion marketing thought leaders now include pedagogical features, as well as brand new real-life case studies. The cases, and the approach, draw from international examples to build a comprehensive picture of a global industry. New to this edition: Full colour and richly illustrated interior with photographs and reproduced adverts New table of contents: twelve thematic chapters designed to map to one-semester courses Chapters on the most current buzzwords in fashion marketing, including ethical fashion, sustainable fashion and technology A brand new companion website to aid lecturers with their teaching and students with their learning This book has been long established as the go-to text for those who want a more advanced guide to fashion marketing than you can find in other books. This updated edition with its enhanced teaching features is the perfect choice for lecturers leading fashion marketing courses, students of business or fashion, and thoughtful professionals who want an intelligent, critical understanding of their industry.
Author : Tony Hines,Margaret Bruce
Publisher : Routledge
Page : 265 pages
File Size : 41,9 Mb
Release : 2012-10-12
Category : Business & Economics
ISBN : 9781136004261
'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.
Author : Pui-Sze Chow,Chun-Hung Chiu,Amy C. Y. Yip,Ailie K. Y. Tang
Publisher : Springer
Page : 245 pages
File Size : 47,8 Mb
Release : 2017-12-04
Category : Business & Economics
ISBN : 9789811070075
This book adopts a case study based research approach to examine the contemporary issues in the fashion industry. It documents real-world practices in fashion business from production, marketing to operations. Founded on an extensive review of literature, these case studies discuss the challenges that are pertinent to the current business environment in this important industry, provide benchmarks and generate insights to practitioners as well as suggest future directions to researchers. The book serves as a nexus of the theories and the industrial practices that advances knowledge for both the academia and the private sector in fashion business.
Author : Mike Easey
Publisher : John Wiley & Sons
Page : 280 pages
File Size : 50,6 Mb
Release : 2009-03-16
Category : Business & Economics
ISBN : 1444309560
‘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.
Author : Patricia Mink Rath,Richard Petrizzi,Penny Gill
Publisher : Unknown
Page : 128 pages
File Size : 44,6 Mb
Release : 2016
Category : Fashion merchandising
ISBN : 1501303864
This text presents marketing theories and practices as they specifically relate to apparel, home goods and other design-driven products. It covers classic marketing theories and practices as they relate to design, topics such as market segmentation and market research and contemporary issues such as ethics and sustainability.
Author : Bikramjit Rishi,Subir Bandyopadhyay
Publisher : Routledge
Page : 328 pages
File Size : 52,9 Mb
Release : 2017-07-28
Category : Business & Economics
ISBN : 9781317193982
In a short time span, social media has transformed communication, as well as the way consumers buy, live and utilize products and services. Understanding the perspectives of both consumers and marketers can help organizations to design, develop and implement better social media marketing strategies. However, academic research on social media marketing has not kept pace with the practical applications and this has led to a critical void in social media literature. This new text expertly bridges that void. Contemporary Issues in Social Media provides the most cutting edge findings in social media marketing, through original chapters from a range of the world’s leading specialists in the area. Topics include: • The consumer journey in a social media world • Social media and customer relationship management (CRM) • Social media marketing goals and objectives • Social media and recruitment • Microblogging strategy And many more. The book is ideal for students of social media marketing, social media marketing professionals, researchers and academicians who are interested in knowing more about social media marketing. The book will also become a reference resource for those organizations which want to use social media marketing for their brands.
Author : Rosemary Varley,Ana Roncha,Natascha Radclyffe-Thomas,Liz Gee
Publisher : Bloomsbury Publishing
Page : 359 pages
File Size : 53,7 Mb
Release : 2018-10-30
Category : Business & Economics
ISBN : 9781350315792
This new textbook, authored by a team of expert researchers and lecturers based at the London College of Fashion, is one of the first in the field to examine strategic management in the context of the fashion industry, catering specifically for students hoping to work in the sector. International in approach, the text covers all aspects of strategic management, from growth strategy and financial management to brand and supply chain management. Fashion Management's engaging style, page design and pedagogical framework makes it accessible to students at all levels, while the authors' extensive expertise ensures that the content is always underpinned by rigorous academic research. Established key topics and significant contemporary issues – such as sustainability, the digital, and corporate social responsibility – are considered from both a theoretical and practical perspective, with real-world examples drawn from high-profile, global fashion organisations. This is an ideal core textbook for those studying on undergraduate and postgraduate degree courses in fashion management and fashion marketing. The book will also be an important supplementary resource for courses in marketing, retailing and business studies, with the fashion industry providing an effective context for students to engage with the application of theory.
Author : Penny Gill,Richard Petrizzi,Patricia Mink Rath
Publisher : Bloomsbury Publishing USA
Page : 530 pages
File Size : 44,8 Mb
Release : 2012-05-24
Category : Business & Economics
ISBN : 9781609019297
While rooted in traditional marketing principles, successful fashion marketing presents a unique set of opportunities and challenges. Marketing Fashion: A Global Perspective is the first text to engagingly present marketing theories and practices as they specifically relate to apparel, home goods, and other design-driven products. Using a variety of contemporary examples, the text details how fashion marketers develop and apply marketing strategies that meet consumer needs at a profit. Topics covered include: consumer and organizational buying behavior, market research, market segmentation, product planning and positioning, pricing, retailer relationships, and additional classic marketing theories and practices as they relate to design. In addition, Fashion Marketing explores in depth contemporary issues such as technology, social responsibility and ethics, sustainability, and globalization, and considers effective strategies for various economic climates.
Author : Frederica Brooksworth,Emmanuel Mogaji,Genevieve Bosah
Publisher : Springer Nature
Page : 286 pages
File Size : 45,9 Mb
Release : 2022-12-06
Category : Business & Economics
ISBN : 9783031073267
Over the past few decades emerging markets have experienced an increased share of global manufacturing service within the fashion industry, coupled with an increasing market share, particularly for women’s mid-market apparel. In order for fashion firms to succeed in these markets it is crucial to gain an understanding of the state of the industry, macro-environmental factors, traditions and religious beliefs. A one-size-fits-all approach to global fashion marketing strategy now requires a step-change; fashion firms require dedicated strategies which fit the need of the fashion brands that are operating or seeking to operate within emerging markets. In this contributed volume, authors shed light on fashion marketing strategy for emerging economies and recognise these markets as major growth centres. Chapters explore core topics such as brand management, sustainability, digital marketing, analytics and data science. Covering a wide range of emerging markets, chapters provide case studies from China, India, Ethiopia, Romania, Turkey, Brazil and Nigeria, among others. This book responds to the growing demand for research, information, recommendations and insight from practitioners, entrepreneurs and academics who are eager to understand marketing strategies, tools and technologies that will work within this unique industry.
Author : Michael R. Solomon,Mona Mrad
Publisher : SAGE
Page : 517 pages
File Size : 43,6 Mb
Release : 2022-04-14
Category : Business & Economics
ISBN : 9781529765403
Written by marketing experts, this authoritative and comprehensive full-colour textbook made up of both accessible research and theory, real-world examples and case studies including Prada, Gucci and Burberry, provides students with an overview of the global fashion industry and fashion marketing, strategy, branding, communications, retailing and distribution, as well as the psychological factors involved in consuming fashion and luxury. The role of social media, celebrities and influencers such as Kim Kardashian and Lil Miquela are discussed, as is the ever-increasing role of ethical fashion and sustainability. The authors also offer an expanded view of fashion and luxury by moving beyond just clothing and apparel to include other fashionable and luxurious products and services, including technology. Packed with attractive visuals from fashion and culture, and accompanied by chapter summaries, questions and exercises, this textbook is essential reading for students studying fashion, luxury, marketing, management, retailing, branding and communications. Also provided for educators are supporting PowerPoint slides and an instructor’s manual to support use of the textbook with students. Suitable for Fashion Marketing/Fashion Consumer Behaviour modules as well as a general text for Fashion Marketing programmes. The text will also appeal to Luxury programmes (MBA etc) and Retail Marketing modules (UG).
Author : Dr. Sukhvir Singh
Publisher : LWRN Studio
Page : 138 pages
File Size : 48,7 Mb
Release : 2023-06-29
Category : Young Adult Nonfiction
ISBN : 9788196362232
Fashion marketing is an exhilarating and dynamic field that intertwines the realms of creativity, business acumen, and consumer behavior. It is a discipline that continually evolves, reflecting the ever-changing nature of the fashion industry and the shifting preferences of consumers. The convergence of fashion and marketing has given rise to a fascinating landscape where branding, advertising, retail strategies, and consumer engagement intersect to create captivating experiences and drive business success. This preface serves as an introduction to the world of fashion marketing, shedding light on its multifaceted nature and exploring its significance in the context of the contemporary fashion industry. It aims to provide an insightful glimpse into the realm where style, innovation, and commerce coexist, shaping trends, influencing consumer choices, and fueling the growth of fashion brands around the globe. Fashion marketing encompasses a diverse range of activities, all with the common goal of establishing and maintaining a strong brand presence and effectively communicating with the target audience. From strategic market research and brand positioning to advertising campaigns, social media engagement, visual merchandising, and retail experiences, each facet of fashion marketing plays a vital role in creating desirability, driving sales, and fostering brand loyalty. Throughout this exploration, we will delve into various key aspects of fashion marketing. We will uncover the art and science of identifying consumer insights, understanding their desires, and predicting their preferences. We will examine how fashion brands strategically position themselves in the market, crafting unique brand identities and narratives that resonate with their target customers. Moreover, we will delve into the pivotal role of digital platforms, e-commerce, and social media in shaping the modern fashion marketing landscape, enabling brands to connect with global audiences in realtime and fostering new paradigms of engagement. In addition, we will explore the impact of sustainability and ethical considerations on fashion marketing, as the industry increasingly embraces responsible practices and consumers demand transparency and conscious choices. We will reflect on the role of influencers, collaborations, and experiential marketing in capturing the attention and 4 loyalty of fashion-conscious consumers. Furthermore, we will delve into the intricacies of fashion retailing, analyzing the strategies employed by brands to create immersive physical and online shopping experiences that captivate and delight customers. As you embark on this journey into the realm of fashion marketing, I invite you to delve deeper into the intricate tapestry that connects fashion, marketing, and consumer culture. Through this exploration, we will unravel the strategies, trends, and innovations that shape the fashion industry and gain a comprehensive understanding of the forces that drive success in this dynamic and captivating field. Whether you are a student, professional, or fashion enthusiast, this exploration of fashion marketing will provide you with valuable insights, inspire your creativity, and offer a broader perspective on the intersection of fashion and business. It is my hope that this preface serves as a gateway to a world where creativity, innovation, and strategic thinking converge to shape the future of fashion marketing. Enjoy the journey ahead!
Author : Vecchi, Alessandra
Publisher : IGI Global
Page : 862 pages
File Size : 53,5 Mb
Release : 2016-05-03
Category : Business & Economics
ISBN : 9781522501114
Innovation and novel leadership strategies have aided the successful growth of the fashion industry around the globe. However, as the dynamics of the industry are constantly changing, a deficit can emerge in the overall comprehension of industry strategies and practices. The Handbook of Research on Global Fashion Management and Merchandising explores the various facets of effective management procedures within the fashion industry. Featuring research on entrepreneurship, operations management, marketing, business modeling, and fashion technology, this publication is an extensive reference source for practitioners, academics, researchers, and students interested in the dynamics of the fashion industry.
Author : Karin M. Ekström
Publisher : Taylor & Francis
Page : 267 pages
File Size : 43,8 Mb
Release : 2023-06-16
Category : Business & Economics
ISBN : 9781000900118
Fashion as a societal phenomenon has fascinated scholars in different disciplines such as history, sociology, anthropology, psychology, and marketing often from an interdisciplinary perspective. Fashion mirrors societal changes, cultural norms, and values over time. It can be interpreted as mundane everyday practices, constructions of identity and status as well as being associated with the art world. In this book, the focus lies on marketing and the role of marketers when fashion permeates society in deliberate and subtle ways. This edited collection critically reflects upon the power of fashion in contemporary society and the role marketing and marketers play in the process of defining, creating, and preserving fashion, but also in divesting fashion that is no longer up to date. It expands on existing knowledge to better understand the role marketers play as cultural agents in determining fashion and its markets. Contributors to the book are international, advanced scholars from a variety of disciplines such as anthropology, marketing, psychology and sociology, who challenge traditional ways of thinking about marketing. In a society where problems with overproduction and excessive consumption represent major challenges, the critical perspective of the role fashion plays in contemporary society and what influence marketing has for shaping fashion are not merely relevant, but necessary. This cutting-edge, interdisciplinary book will appeal to scholars across a broad range of fields including fashion marketing, fashion studies, and consumer culture research. It will also be valuable for students in advanced courses of study in a variety of disciplines besides marketing.
