Study Material
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Paperback
300 illustrations
224 pages
256 x 215 mm
ISBN 978 1 85669 723 1
$35.00
Published April 2011
Contents
Introduction
What is in this book? 6
How the book is structured 7
Who is this book for? 8
1. Structure of the Fashion Market
Fashion market sectors 10
Fashion market levels 13
Fashion cities and trade fairs 19
2. The Marketing Toolkit
What is marketing? 26
Marketing definitions 26
The marketing mix 34
The marketing mix today 44
Marketing strategy 50
3. Research and Planning
Marketing research 62
Market research 74
Planning and strategy 97
4. Understanding the Customer
Customer segmentation 105
Creating a customer profile 123
5. Introduction to Branding
Defining a brand 128
The purpose of branding 134
Developing and managing
brand identity 139
Brand strategy and management 151
6. Fashion Promotion
The promotional mix 158
Fashion advertising 161
Sales promotion 173
Fashion PR and publicity 186
7. Careers in Fashion Marketing
Professional skills 193
Career choices 195
Applying for a job 205
Reviews Post Comments Books by the same author Inspection Copy Available
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.
Harriet Posner is a lecturer and consultant in fashion, business and marketing. After graduating from Saint Martins College of Art & Design, she set up her own knitwear label, selling in major stores worldwide. She has worked as a fashion designer, buyer and marketing consultant in the UK, Europe and Asia.
This title is available as an e-book from the following providers:
CourseSmart (available in the US only)
'An excellent introduction to fashion marketing for anyone studying fashion related subjects or interested in the industry.'
Johannes Reponen, University for the Creative Arts at Rochester
'The publication has an accessible approach to fashion marketing concepts with good contemporary examples of current thinking in trend analysis, market research, brand identity and customer emotional response. The examples of current practice are poignant and reflect the modern industry. The lay out is clean which makes for easy reading and navigating the topics covered.'
Sarah McDonnell, Programme Leader Fashion Communication and Senior Lecturer Fashion Marketing, Northumbria University
'The most comprehensive fashion marketing book published that encompasses all aspects of research, techniques, tools and solutions. Marketing Fashion offers a complete education on strategies and outcomes used by the leading marketers in the product world and fashion brands.'
Rob Valerio, Senior Marketing Professor, Fashion Department, Otis College of Art and Design
Very useful and contemporary
11/04/2011
Jammed packed with up to the minute visuals and real world examples, Marketing Fashion is as readable as it is comprehensive.
by Laura Moore, Adjunct Associate Professor of Fashion Design, Pratt Institute & Instructor of Fashion Design, Art Institute of NYC
A must-have!
11/04/2011
Marketing Fashion is a comprehensive and enticing book for anyone interested in a career in the industry. I strongly recommend the book as a must-read for aspiring fashion marketers.
by Rina Hansen, Ebusiness Chief at Danish fashion and sports brand Hummel
Great foundational text
11/04/2011
This book delivers a clear practical guide to understanding the fundamentals of marketing fashion in the 21st century, visibly explaining the theory and demonstrating it in contemporary practice.
by Andrew Groves, Course Director, University of Westminster
Great book
11/04/2011
This is an exciting book that makes marketing visual. It provides a very good introduction to the subject, with easy to follow text and examples and strong images.
by Adrian Grandon, Programme Leader BA (Hons) Fashion Design, University of the West of England
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