Marketing Fashion Second Edition

2015-08-17
Marketing Fashion Second Edition

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  • Author: Harriet Posner
  • Publisher: Laurence King Publishing
  • ISBN: 178067807X
  • Category : Design
  • Languages : en
  • Pages : 473

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.

The Super Fashion Designer

2018-01-25
The Super Fashion Designer

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  • Author: Fashionary International Limited
  • Publisher:
  • ISBN: 9789887710974
  • Category :
  • Languages : en
  • Pages :

The Super Fashion Designer is a visual guide of business practicing in the fashion industry. It applies beautiful graphic illustration to transform the complex theory into interesting read. The book provides a better understanding of the real world of fashion, from how to predict fabric usage to reading customers' body language, this book provide insights and knowledges for anyone who are in the fashion industry.

Marketing Fashion

2011-04-28
Marketing Fashion

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  • Author: Harriet Posner
  • Publisher: Laurence King Publishing
  • ISBN: 178067533X
  • Category : Business & Economics
  • Languages : en
  • Pages : 224

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.

Circular Economy and Re-Commerce in the Fashion Industry

2020-06-19
Circular Economy and Re-Commerce in the Fashion Industry

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  • Author: Shrivastava, Archana
  • Publisher: IGI Global
  • ISBN: 1799827291
  • Category : Business & Economics
  • Languages : en
  • Pages : 204

The apparel industry has the scale, reach, and technical expertise to deliver on-target sustainable development goals within the industry’s sphere of influence in its interconnected global and local value chains. From the farm to the consumer, the textile, retail, and apparel production industry has an array of economic, environmental, social, and governance impacts. In order to meet sustainable goals, the industry is challenged to buy and produce goods and services that do not harm the environment, society, and the economy. Circular Economy and Re-Commerce in the Fashion Industry is a pivotal reference source that explores and proposes solutions for best practices to meet sustainable development goals in the fashion industry and provides guidelines for assessing the technological landscape and modeling sustainable business practices. Highlighting a wide range of topics including digital marking, consumer behavior, and social and legal perspectives, this book is ideally designed for suppliers, brand managers, retailers, multinational investors, marketers, executives, designers, manufacturers, policymakers, researchers, academicians, and students.

Rethinking Luxury Fashion

2020-09-01
Rethinking Luxury Fashion

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  • Author: Thomaï Serdari
  • Publisher: Springer Nature
  • ISBN: 3030453014
  • Category : Business & Economics
  • Languages : en
  • Pages : 191

Using the field of material culture as its methodological departure point, this Palgrave Pivot explains the strategic advantages that brands can set in place when their executives are fully in command of how to move from strategy to tactics. Specifically, it studies the brands, their products and signature experiences as well as their relationship with the consumer in an attempt to define the greater powers that have pushed fashion labels in and out of fashion. It focuses on case analysis of specific luxury fashion brands and attempts to link those to the greater context of material culture while also elaborating on theoretical discussions. Bridging theory and practice, this book explores the relationship between creative strategy and cultural intelligence.

Handbook of Research on Global Fashion Management and Merchandising

2016-05-03
Handbook of Research on Global Fashion Management and Merchandising

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  • Author: Vecchi, Alessandra
  • Publisher: IGI Global
  • ISBN: 1522501118
  • Category : Business & Economics
  • Languages : en
  • Pages : 862

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.

The Luxury Strategy

2012-09-03
The Luxury Strategy

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  • Author: Jean-Noël Kapferer
  • Publisher: Kogan Page Publishers
  • ISBN: 0749464925
  • Category : Business & Economics
  • Languages : en
  • Pages : 408

Discover the secrets to successful luxury brand management with this bestselling guide written by two of the world's leading experts on luxury branding, Jean-Noël Kapferer and Vincent Bastien, providing a unique blueprint for luxury brands and companies. Having established itself as the definitive work on the essence of a luxury brand strategy, this book defines the differences between premium and luxury brands and products, analyzing the nature of true luxury brands and turning established marketing 'rules' upside-down. Written by two world experts on luxury branding, The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Armani, Gucci, and Ralph Lauren into profitable global brands. Now with a new section on marketing and selling luxury goods online and the impact of social networks and digital developments, this book has truly cemented its position as the authority on luxury strategy.

The Fashion Business

2021-07-18
The Fashion Business

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  • Author: Dario Golizia
  • Publisher: Routledge
  • ISBN: 1000408906
  • Category : Business & Economics
  • Languages : en
  • Pages : 291

This book provides a clear understanding of the different business strategies and models across all markets of the fashion industry. Providing a holistic and practical approach to strategic fashion management and marketing, the book covers brand image, supply chain, communication, price point and social media. Based on examples from international organisations – including Off-White, Nike and Zara, as well as leading luxury brands – the author identifies 13 core market sectors and explores the strategies applied in each: from creativity to their supply chain and sustainability, from segmentation strategy to brand policies and from pricing to distribution. Each chapter includes features to aid student learning, including interviews with a wide range of experts from across the industry as well as student activities and reflection points. Theoretically grounded yet practical in its approach, this is important reading for advanced undergraduate and postgraduate students of Strategic Fashion Management, Fashion Marketing and Communications, Fashion Merchandising and Luxury Fashion.

The Fashion Strategy

2017-11-03
The Fashion Strategy

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  • Author: Miguel Hebrero
  • Publisher: Miguel Hebrero
  • ISBN: 1370648073
  • Category : Business & Economics
  • Languages : en
  • Pages : 210

Why do some fashion organizations succeed and others don’t? How do the best fashion brands achieve long lasting success? What do the best fashion companies do that set them apart? Why some companies make it to the top only to go bankrupt a few years later? Is fashion dying? Some seem to think so. Or is it merely a matter of mismanagement? Ralph Lauren closed his flagship Polo store. But Amancio Ortega’s fashion empire is still strong, making him one of the richest men in the entire world across all industries. In this book, we will examine what makes a great fashion company and brand. We look at five key dynamics from various perspectives: • Leadership • Problem solving • Vision • How we see our people • Building creativity and innovation There is no magic bullet that solves everything. There is no overnight success. But there are tested techniques that, when used consistently, build the momentum of an organization until it is unstoppable. It takes a certain amount of toughness to get there, and Michael Kors said it best, “fashion is not for sissies.” Collaborators include: Albert Puyol - CEO - LVMH, Women'secret, Brownie Nikhil Nathwani - Retail Director - CH Carolina Herrera, Swarovski, The Body Shop Camilla Amalie Wildfang - Design Manager - Bestseller HK Limited

Luxury Fashion Branding

2016-01-18
Luxury Fashion Branding

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  • Author: U. Okonkwo
  • Publisher: Springer
  • ISBN: 0230590888
  • Category : Business & Economics
  • Languages : en
  • Pages : 352

This groundbreaking fashion branding and management text brings an analytical business dimension to the marketing and corporate techniques of the luxury fashion goods industry. It will make engaging reading for anyone who wishes to learn about the captivating business of turning functional products into objects of desire.