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Marketing Fashion, Second Edition

Strategy, Branding, and Promotion

Harriet Posner

$40.00

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.

Harriet Posner is Course Leader for fashion communication and promotion at Norwich University of the Arts, UK. After graduating from Central Saint Martins, University of the Arts, London, she established her own knitwear label selling in major stores worldwide. She has worked as a fashion designer, retail buyer, and international consultant in fashion marketing and branding.

Exercises

Test Questions

Test Answers

CV Writing

Interviews

Portfolios

Questionnaires

Consumer Profile

Potential for Differentiation

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