- 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.
- A strongly recommended must-read Review by Rina Hansen, Ebusiness Chief at iconic Danish fashion and sports brand Hummel
- Great book Review by Laura Moore, Adjunct Associate Professor of Fashion Design: Pratt Institute & Instructor of Fashion Design: Art Institute of NYC
- Comprehensive textbook Review by Gretchen W. Harnick Associate Professor, Fashion Marketing Parsons, The School of Fashion New York City, NY
- A must-read Review by Rob Valerio Senior Marketing Professor Fashion Department Otis College of Art and Design
This title is available as an e-book from the following providers:
CourseSmart (available in the US only)