• Paperback
  • 300 illustrations
  • 224 pages
  • 256 x 215 mm
  • ISBN 9781856697231
  • Published April 2011

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.

About the Author

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.

Customer Reviews

A strongly recommended must-read Review by Rina Hansen, Ebusiness Chief at iconic Danish fashion and sports brand Hummel
Rating
Marketing Fashion is a comprehensive and enticing book for anyone interested in a career in the industry. It is adorned with relevant images and eye-pleasing figures. It enjoys a language that flows in such a way that you forget you are doing the tough chore of learning. The book guides the reader through the basics of marketing and branding, to understanding the consumer, and concludingly arms the reader for securing a job in the world of fashion marketing. I strongly recommend the book as a must-read for aspiring fashion marketers. (Posted on 12/5/12)
Great book Review by Laura Moore, Adjunct Associate Professor of Fashion Design: Pratt Institute & Instructor of Fashion Design: Art Institute of NYC
Rating
'Jammed packed with up to the minute visuals and real world examples, Marketing Fashion is as readable as it is comprehensive' (Posted on 12/5/12)
Comprehensive textbook Review by Gretchen W. Harnick Associate Professor, Fashion Marketing Parsons, The School of Fashion New York City, NY
Rating
'This comprehensive Fashion Marketing textbook is a must have for any marketing or design student. The relevant real-life examples let you keep up to date on the most current marketing initiatives in the fast paced fashion world.' (Posted on 12/5/12)
A must-read Review by Rob Valerio Senior Marketing Professor Fashion Department Otis College of Art and Design
Rating
'Marketing Fashion teaches the most comprehensive, up-to-date techniques used by today’s innovative fashion marketers. The layout of the book progressively engages the reader from foundations to the new consumer interactivity with brands. A must-read for anyone pursuing a career in fashion, an excellent reference tool for professionals for years to come.' (Posted on 12/5/12)

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