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Author: Marti Barletta
Publisher: Dearborn Trade Publishing
Published: 2003
Total Pages: 290
ISBN-13: 9780793159635
DOWNLOAD EBOOKMarketing expert Martha Barletta presents a business case for why marketing professionals should focus their undivided attention on the largest untapped market in the world - women. She provides a detailed field guide for creating and executing a complete marketing plan that targets women.
Author: Caroline Le Bon
Publisher: Business Expert Press
Published: 2014-10-10
Total Pages: 136
ISBN-13: 160649905X
DOWNLOAD EBOOKFashion is everywhere! It transcends domains and applies to almost any kind of product (e.g., apparel, cars, digital devices, food, literature, travel, music, house decoration and personal wellness). Fashion greatly influences public interest, media coverage, and product success. The global fashion industry is among the most important in terms of investments, trade, and employment, despite its dependence on unpredictable demand. This book focuses on the fashion apparel and accessories industry in an attempt to help managers answer the following questions: Why and how do fashion products appeal to consumers, despite their constantly varying attributes? What specific elements and benefits of fashion influence consumers, and how can companies exploit them and gain from these? Which marketing strategies and tactics should companies use to increase fashion products’ success while communicating and managing customers’ image? How can companies maintain customer loyalty and generate higher profits with fashion products? By undertaking deep analyses of manufacturers and retailers’ best practices, interviewing customers and companies, and reviewing recent academic research on fashion marketing, this book answers such questions and thus helps managers leverage the value that fashion adds to products while creating loyal customers in truly competitive fashion markets.
Author: Tom Reichert
Publisher: Routledge
Published: 2014-04-04
Total Pages: 321
ISBN-13: 1135638209
DOWNLOAD EBOOKSex in Advertising: Perspectives on the Erotic Appeal is the first book to thoroughly tackle important issues about sex in advertising. What is it? Does it work? How does it affect individuals and society? Well-respected scholars and popular writers answer these questions as they address the following issues associated with sex in today's advertising environment: gender differences and representation, unintended social effects, subliminal embeds, appeals to the homosexual community, and new media. The book contains a blend of perspectives, including original experimental studies, interpretive and historical analyses, and cultural critiques. The definitive source on sex in advertising, this book: *is centralized around a singular theme: Understanding how sex in advertising appeals work and why they are so prevalent; *includes multiple perspectives to capture the richness of sexual appeals; *brings together viewpoints from both well-known scholars and writers; *provides a wealth of ideas and research questions for those interested in the topic; and *contains discussions of sex in advertising from its roots in the 1700s to online advertising today and beyond. The book is must reading for advertising and gender researchers, scholars, and students. Anyone interested in mass media, consumer psychology, and popular culture will find this book an essential resource.
Author: Mike Easey
Publisher: John Wiley & Sons
Published: 2009-03-16
Total Pages: 280
ISBN-13: 9781444309560
DOWNLOAD EBOOK‘Clothing that is not purchased or worn is not fashion’ (to paraphrase Armani) Knowledge of marketing is essential to help ensure success and reduce the risk of failure in fashion. For the designer starting up in business, this book offers a guide to the major decisions that will enable you to fulfil your creative potential and be a financial success: What are the major trends we should be monitoring?; How should we set our prices?; What is the most effective way to get our message across about the new product range?; Which colour-wash will be the most popular with buyers? Marketing is now a firmly established element of most fashion and clothing courses. Fashion Marketing is written to meet students’ requirements and has many features making it essential reading for anyone involved in the fashion and clothing business: · deals with contemporary issues in fashion marketing · up-to-date examples of global good practice · exclusively about fashion marketing · a unique contribution on range planning with a practical blend of sound design sense and commercial realism · a balance of theory and practice, with examples to illustrate key concepts · clear worked numerical examples to ensure that the ideas are easily understood and retained · over 50 diagrams · a glossary of the main fashion marketing terms and a guide to further reading · a systematic approach to fashion marketing, not hyperbole or speculation. The new edition has been updated throughout with new material on different promotional media, visual marketing and international marketing research; and new coverage of internal marketing, supply chain management, international marketing communications as well as the role of the internet. See www.blackwellpublishing.com/easey for supporting pack for tutors, including PowerPoint slides for each chapter plus ideas and exercises for seminars.
Author: Bridget Brennan
Publisher: Crown Currency
Published: 2011-09-13
Total Pages: 322
ISBN-13: 0307450392
DOWNLOAD EBOOKIf the consumer economy had a sex, it would be female. If the business world had a sex, it would be male. And therein lies the pickle. Women are the engine of the global economy, driving 80 percent of consumer spending in the United States alone. They hold the purse strings, and when they’ve got a tight grip on them as they do now, companies must be shrewder than ever to win them over. Just when executives have mastered becoming technology literate, they find there’s another skill they need: becoming female literate. This isn’t always easy. Gender is the most powerful determinant of how a person views the world and everything in it. It’s stronger than age, income, or race. While there are mountains of research done every year segmenting consumers and analyzing why they buy, more often than not it doesn’t factor in the one piece of information that trumps them all: the sex of the buyer. It’s stunning how many companies overlook the psychology of gender when we all know that men and women look at the world so differently. Bridget Brennan’s Why She Buys shows decision makers how to bridge this divide and capture the business of the world’s most powerful consumers just when they need it most. • No Matter Where You Live, Women Are a Foreign Country: You’ll discover the value in studying women with the same intensity that you would a foreign market. Women grow up within a culture of their own gender, which is often invisible to men. Brennan dissects this female culture and explains the important brain differences between men and women that may cause your female customers to notice things about your products, marketing campaigns, or sales environment that you might have overlooked. • The High Fives: There are five major trends driving the global female population that are key to determining their wants and needs. These global shifts are just beginning to be tapped by businesses, and learning about them can provide you with an invaluable blueprint for long-range planning. • The Good, the Bad, and the Ugly: Find out how the best and brightest companies have cracked the female code, and hear horror stories about those that haven’t. Through instructive case studies and interviews, Why She Buys provides practical, field-proven techniques that you can apply to your business immediately, from giants like Procter & Gamble and Toyota to upstarts like Method home-care products and lululemon athletica apparel. At a time when every company is looking for a competitive advantage, Bridget Brennan offers a new and effective lens for capturing market share.
Author: Teri Agins
Publisher: Harper Collins
Published: 2010-10-12
Total Pages: 823
ISBN-13: 0062037501
DOWNLOAD EBOOKA solid, hard-hitting, and uncompromising journalistic look at the fashion industry. The time when "fashion" was defined by French designers whose clothes could be afforded only by elite has ended. Now designers take their cues from mainstream consumers and creativity is channeled more into mass-marketing clothes than into designing them. Indeed, one need look no further than the Gap to see proof of this. In The End of Fashion, Wall Street Journal, reporter Teri Agins astutely explores this seminal change, laying bare all aspects of the fashion industry from manufacturing, retailing, anmd licensing to image making and financing. Here as well are fascinating insider vignettes that show Donna Karan fighting with financiers,the rivalry between Ralph Lauren and Tommy Hilfiger, and the commitment to haute conture that sent Isaac Mizrahi's business spiraling.
Author: Phyllis Cameron Edelman
Publisher:
Published: 1975
Total Pages: 16
ISBN-13:
DOWNLOAD EBOOKAuthor: Stacey Frederick
Publisher: World Bank Publications
Published: 2021-12-17
Total Pages: 182
ISBN-13: 1464818045
DOWNLOAD EBOOKAn oft-cited strategy to advance economic development is to further integrate developing countries into global trade, particularly through global value chains, bolstered by the expansion of female-intensive industries to bring more women into the formal labor force. As a result, a frequent debate centers on whether the apparel industry--the most female-intensive and globally engaged manufacturing industry--can be a key player in this strategy. In recent decades, the apparel industry has shifted production to low-wage developing countries, increasing the demand for women, closing male-female wage gaps, and bringing women into the formal labor force from agriculture and informal work. But is an apparel-led export strategy sufficient to induce a broader transition from jobs women do to survive to careers promising stable employment and a sense of identity? 'From Jobs to Careers' answers this question by focusing on seven countries where apparel plays a vital role in their export baskets--Bangladesh, Cambodia, the Arab Republic of Egypt, Pakistan, Sri Lanka, Turkey, and Vietnam. It finds that the apparel industry indeed can serve as a launching pad to bring more women into the labor market. For this approach to work, however, complementary policies must tackle the barriers that hinder women's pursuit of long-term workforce participation and better-paid occupations. Key policy recommendations include increasing the participation of female production workers in export-oriented apparel manufacturing and associated industries, upgrading within manufacturing-related industries, boosting access to education, and breaking glass ceilings. The report also seeks to shift the paradigm of how we think of women in the labor force by stressing the importance of their transition from jobs to careers--the so-called 'quiet revolution.'
Author: Michael J. Silverstein
Publisher: Harper Collins
Published: 2009-09-08
Total Pages: 338
ISBN-13: 0061905402
DOWNLOAD EBOOKIn Women Want More, Michael Silverstein and Kate Sayre, two of the world’s leading authorities on the retail business, argue that women are the key to fixing the economy. Based on a groundbreaking study and offering tremendous insight into the purchasing habits and power of women, Women Want More doesn’t just offer a glimpse into consumer behavior; it reveals what consumer behavior says about human psychology and desire.
Author: Marianne Bickle
Publisher: Fairchild Books
Published: 2010-06-21
Total Pages: 0
ISBN-13: 9781563677380
DOWNLOAD EBOOKPrior to the 1970s and 1980s, fashion marketing focused heavily (and perhaps solely) on women's fashions. Today, fashion marketing influences all products and how consumers use these products. How products are marketed, when products are marketed, the evolution of products into different sizes, shapes, colors, and uses are all influenced by fashion marketers. Fashion marketing is taken to different levels from branding a person (e.g., Ralph Lauren, the person), a line of products (e.g., Lexus luxury cars), or a single product (e.g., Coach handbag). This much-needed text introduces new methods and technologies to apply today's principles to future practices of fashion marketing.
