Marketing Fashion

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Marketing Fashion Second Edition

Harriet Posner
Marketing Fashion Second Edition Book PDF

Author : Harriet Posner
Publisher : Laurence King Publishing
Page : 473 pages
File Size : 43,8 Mb
Release : 2015-08-17
Category : Design
ISBN : 9781780678078

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Marketing Fashion Second Edition by Harriet Posner Pdf

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.

Marketing Fashion

Harriet Posner
Marketing Fashion Book PDF

Author : Harriet Posner
Publisher : Laurence King Publishing
Page : 224 pages
File Size : 48,7 Mb
Release : 2011-04-28
Category : Business & Economics
ISBN : 9781780675336

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Marketing Fashion by Harriet Posner Pdf

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 Communications

Gaynor Lea-Greenwood
Fashion Marketing Communications Book PDF

Author : Gaynor Lea-Greenwood
Publisher : John Wiley & Sons
Page : 231 pages
File Size : 55,6 Mb
Release : 2013-03-18
Category : Design
ISBN : 9781405150606

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Fashion Marketing Communications by Gaynor Lea-Greenwood Pdf

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.

The End of Fashion

Teri Agins
The End of Fashion Book PDF

Author : Teri Agins
Publisher : Harper Collins
Page : 823 pages
File Size : 53,6 Mb
Release : 2010-10-12
Category : Business & Economics
ISBN : 9780062037503

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The End of Fashion by Teri Agins Pdf

A solid, hard-hitting, and uncompromising journalistic look at the fashion industry. The time when "fashion" was defined by French designers whose clothes could be afforded only by elite has ended. Now designers take their cues from mainstream consumers and creativity is channeled more into mass-marketing clothes than into designing them. Indeed, one need look no further than the Gap to see proof of this. In The End of Fashion, Wall Street Journal, reporter Teri Agins astutely explores this seminal change, laying bare all aspects of the fashion industry from manufacturing, retailing, anmd licensing to image making and financing. Here as well are fascinating insider vignettes that show Donna Karan fighting with financiers,the rivalry between Ralph Lauren and Tommy Hilfiger, and the commitment to haute conture that sent Isaac Mizrahi's business spiraling.

Fashion Marketing

Tony Hines,Margaret Bruce
Fashion Marketing Book PDF

Author : Tony Hines,Margaret Bruce
Publisher : Routledge
Page : 350 pages
File Size : 49,6 Mb
Release : 2007-02-07
Category : Business & Economics
ISBN : 9781136403538

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Fashion Marketing by Tony Hines,Margaret Bruce Pdf

A collection of international contributions from renowned academics and practitioners from the US, UK, China, the second edition of Fashion Marketing has been completely updated, revised and expanded to reflect the major changes in the fashion industry since 2001 and covers all of the key themes and issues of the area. Key themes and areas covered include globalization, fast fashion, luxury fashion, offshoring, business-to-business, forecasting, sourcing, supply chain management, new product development, design management, logistics, range planning, color prediction, market testing, e-commerce, and strategy.

Marketing Fashion

Penny Gill,Richard Petrizzi,Patricia Mink Rath
Marketing Fashion Book PDF

Author : Penny Gill,Richard Petrizzi,Patricia Mink Rath
Publisher : Bloomsbury Publishing USA
Page : 530 pages
File Size : 48,5 Mb
Release : 2012-05-24
Category : Business & Economics
ISBN : 9781609019297

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Marketing Fashion by Penny Gill,Richard Petrizzi,Patricia Mink Rath Pdf

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.

Fashion Marketing

Caroline Le Bon
Fashion Marketing Book PDF

Author : Caroline Le Bon
Publisher : Business Expert Press
Page : 136 pages
File Size : 40,9 Mb
Release : 2014-10-10
Category : Business & Economics
ISBN : 9781606499054

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Fashion Marketing by Caroline Le Bon Pdf

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.

Marketing Fashion

Karin M. Ekström
Marketing Fashion Book PDF

Author : Karin M. Ekström
Publisher : Taylor & Francis
Page : 267 pages
File Size : 53,7 Mb
Release : 2023-06-16
Category : Business & Economics
ISBN : 9781000900118

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Marketing Fashion by Karin M. Ekström Pdf

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.

Fashion Marketing and Communication

Olga Mitterfellner
Fashion Marketing and Communication Book PDF

Author : Olga Mitterfellner
Publisher : Routledge
Page : 273 pages
File Size : 55,9 Mb
Release : 2019-11-14
Category : Business & Economics
ISBN : 9780429837166

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Fashion Marketing and Communication by Olga Mitterfellner Pdf

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.

Fashion Marketing

Mike Easey
Fashion Marketing Book PDF

Author : Mike Easey
Publisher : John Wiley & Sons
Page : 280 pages
File Size : 42,8 Mb
Release : 2009-03-16
Category : Business & Economics
ISBN : 1444309560

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Fashion Marketing by Mike Easey Pdf

‘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.

Marketing Fashion Footwear

Tamsin McLaren,Fiona Armstrong-Gibbs
Marketing Fashion Footwear Book PDF

Author : Tamsin McLaren,Fiona Armstrong-Gibbs
Publisher : Bloomsbury Publishing
Page : 240 pages
File Size : 54,9 Mb
Release : 2020-11-05
Category : Business & Economics
ISBN : 9781474262958

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Marketing Fashion Footwear by Tamsin McLaren,Fiona Armstrong-Gibbs Pdf

Marketing Fashion Footwear addresses the strategic issues surrounding the marketing and distribution of footwear, including brand identity, consumer behavior, production and manufacturing, and the impact of globalization and regional trends. Detailed case studies explore the evolving retail and e-tail landscape while industry perspective interviews focus on the issues faced by designers, brands and retailers. You'll also learn the critical success factors for brand longevity, the scope of marketing communications, and the channels used to reach key opinion leaders and consumers. Beautifully illustrated with examples from some of the world's most influential footwear designers and retailers, this is the ultimate guide to a multi-billion dollar industry. Featured contributors: Margaret Briffa, Briffa Marc Debieux, Cheaney & Sons Jason Fulton, This Memento Marc Goodman, Giancarlo Ricci Simon Jobson, Dr. Martens Tracey Neuls Tricia Salcido, Soft Star Shoes John Saunders, British Footwear Association Joanne Stoker Mary Stuart, mo Brog

The Art of Digital Marketing for Fashion and Luxury Brands

Wilson Ozuem,Silvia Ranfagni
The Art of Digital Marketing for Fashion and Luxury Brands Book PDF

Author : Wilson Ozuem,Silvia Ranfagni
Publisher : Springer Nature
Page : 471 pages
File Size : 41,7 Mb
Release : 2021-07-17
Category : Business & Economics
ISBN : 9783030703240

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The Art of Digital Marketing for Fashion and Luxury Brands by Wilson Ozuem,Silvia Ranfagni Pdf

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.

Fashion Marketing

Marianne Bickle
Fashion Marketing Book PDF

Author : Marianne Bickle
Publisher : Bloomsbury Publishing USA
Page : 354 pages
File Size : 52,6 Mb
Release : 2010-06-21
Category : Business & Economics
ISBN : 9781628921007

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Fashion Marketing by Marianne Bickle Pdf

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.

Luxury and Fashion Marketing

Satyendra Singh
Luxury and Fashion Marketing Book PDF

Author : Satyendra Singh
Publisher : Routledge
Page : 140 pages
File Size : 41,7 Mb
Release : 2020-12-06
Category : Business & Economics
ISBN : 9781351269582

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Luxury and Fashion Marketing by Satyendra Singh Pdf

The globalization of the world’s markets has forced luxury brands to, in turn, become global and accessible in many developing countries and emerging markets. As a result, the demand for these luxury products has increased globally, creating a need for an education in luxury that acknowledges the global perspective yet, at the same time, incorporates subtle regional nuances into luxury and fashion marketing. Keeping this global and regional perspective, Luxury and Fashion Marketing: The Global Perspective examines the elements of luxury marketing that contribute to superior luxury brand performance. Specifically, this volume focuses on mission statements, logos, airport retailing, franchising, challenges in luxury marketing, fashion relating to politics, environment, and beachwear, and case studies on luxury brands and emerging markets. Luxury and Fashion Marketing: The Global Perspective is unique in that it is written in a simple and engaging style to explain the theories and concepts of luxury in relation to the ordinary in the global context. Each chapter has to-do activities, making the book essential reading for students, trainers, and practitioners interested in luxury and fashion marketing and management.

Fashion Marketing

Gordon Wills,David Midgley,Martin Christopher,Roy Hayhurst
Fashion Marketing Book PDF

Author : Gordon Wills,David Midgley,Martin Christopher,Roy Hayhurst
Publisher : Taylor & Francis
Page : 501 pages
File Size : 49,7 Mb
Release : 2024-03-01
Category : Business & Economics
ISBN : 9781040004357

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Fashion Marketing by Gordon Wills,David Midgley,Martin Christopher,Roy Hayhurst Pdf

First published in 1973, Fashion Marketing is intended for all whose work is linked to the vagaries of fashion or who are simply fascinated by the subject. Although much of the evidence and material collected here is related to textiles and clothing in particular, businessmen are becoming increasingly aware that fashion now extends its influence beyond its traditional fields. The fickleness of fashion has previously discouraged detailed analysis of trends, and such significant contributions to the literature as have been made often occur in the most unlikely places. It was this inaccessibility which led to the preparation of the present volume, which developed out of the considerable research activity into textile markets by the editors, first at the University of Bradford, and more recently at the Cranfield School of Management to which their research work was transferred in 1972. This book will be of interest to students of business, economics, marketing and fashion.