Marketing Fashion Second Edition
Marketing Fashion Second Edition

Author: Harriet Posner

Publisher: Laurence King Publishing

Published: 2015-08-17

Total Pages: 473

ISBN-13: 178067807X

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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.

Circular Economy and Re-Commerce in the Fashion Industry
Circular Economy and Re-Commerce in the Fashion Industry

Author: Shrivastava, Archana

Publisher: IGI Global

Published: 2020-06-19

Total Pages: 204

ISBN-13: 1799827291

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The apparel industry has the scale, reach, and technical expertise to deliver on-target sustainable development goals within the industry’s sphere of influence in its interconnected global and local value chains. From the farm to the consumer, the textile, retail, and apparel production industry has an array of economic, environmental, social, and governance impacts. In order to meet sustainable goals, the industry is challenged to buy and produce goods and services that do not harm the environment, society, and the economy. Circular Economy and Re-Commerce in the Fashion Industry is a pivotal reference source that explores and proposes solutions for best practices to meet sustainable development goals in the fashion industry and provides guidelines for assessing the technological landscape and modeling sustainable business practices. Highlighting a wide range of topics including digital marking, consumer behavior, and social and legal perspectives, this book is ideally designed for suppliers, brand managers, retailers, multinational investors, marketers, executives, designers, manufacturers, policymakers, researchers, academicians, and students.

The Fashion Business Manual
The Fashion Business Manual

Author: Fashionary

Publisher: Fashionary

Published: 2017-11-23

Total Pages: 0

ISBN-13: 9789887710974

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The Fashion Business Manual is everything you need to start building your fashion brand. It takes you step by step through building a brand from startup to retailing, using illustrations to break down complex business information into an easy-to-read visual format - making it a dynamic resource for fashion students, entrepreneurs and people in the fashion industry.

Handbook of Research on Global Fashion Management and Merchandising
Handbook of Research on Global Fashion Management and Merchandising

Author: Vecchi, Alessandra

Publisher: IGI Global

Published: 2016-05-03

Total Pages: 899

ISBN-13: 1522501118

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Innovation and novel leadership strategies have aided the successful growth of the fashion industry around the globe. However, as the dynamics of the industry are constantly changing, a deficit can emerge in the overall comprehension of industry strategies and practices. The Handbook of Research on Global Fashion Management and Merchandising explores the various facets of effective management procedures within the fashion industry. Featuring research on entrepreneurship, operations management, marketing, business modeling, and fashion technology, this publication is an extensive reference source for practitioners, academics, researchers, and students interested in the dynamics of the fashion industry.

Marketing Fashion
Marketing Fashion

Author: Harriet Posner

Publisher: Laurence King Publishing

Published: 2011-04-28

Total Pages: 224

ISBN-13: 178067533X

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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.

Rethinking Luxury Fashion
Rethinking Luxury Fashion

Author: Thomaï Serdari

Publisher: Springer Nature

Published: 2020-09-01

Total Pages: 200

ISBN-13: 3030453014

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Using the field of material culture as its methodological departure point, this Palgrave Pivot explains the strategic advantages that brands can set in place when their executives are fully in command of how to move from strategy to tactics. Specifically, it studies the brands, their products and signature experiences as well as their relationship with the consumer in an attempt to define the greater powers that have pushed fashion labels in and out of fashion. It focuses on case analysis of specific luxury fashion brands and attempts to link those to the greater context of material culture while also elaborating on theoretical discussions. Bridging theory and practice, this book explores the relationship between creative strategy and cultural intelligence.

Digitalization in the Luxury Fashion Industry
Digitalization in the Luxury Fashion Industry

Author: Anna Cabigiosu

Publisher: Springer Nature

Published: 2020-07-13

Total Pages: 252

ISBN-13: 3030488101

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The luxury fashion industry is one of the best performing and fastest growing industries in today’s business landscape, and is set to continue expanding over the next years. Exploring the effects of digitalization, this book aims to increase our understanding of the key drivers of internal growth and competitiveness in luxury fashion firms. With a focus on the development of new brand strategies brought about by digitalization, the author outlines the need for business models to be redesigned in order to make use of social media and satisfy Millennial consumers. Offering case studies on leading luxury fashion brands, this timely book evaluates new digital technologies and strategies including omnichannel marketing, 3D printing and smart textiles. A must-read for those researching digital marketing and branding, as well as luxury or fashion management, this book provides a much-needed and up-to-date analysis of a successful and digitally aware industry.

The Fashion Strategy
The Fashion Strategy

Author: Miguel Hebrero

Publisher: Miguel Hebrero

Published: 2017-11-03

Total Pages: 211

ISBN-13: 1370648073

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Why do some fashion organizations succeed and others don’t? How do the best fashion brands achieve long lasting success? What do the best fashion companies do that set them apart? Why some companies make it to the top only to go bankrupt a few years later? Is fashion dying? Some seem to think so. Or is it merely a matter of mismanagement? Ralph Lauren closed his flagship Polo store. But Amancio Ortega’s fashion empire is still strong, making him one of the richest men in the entire world across all industries. In this book, we will examine what makes a great fashion company and brand. We look at five key dynamics from various perspectives: • Leadership • Problem solving • Vision • How we see our people • Building creativity and innovation There is no magic bullet that solves everything. There is no overnight success. But there are tested techniques that, when used consistently, build the momentum of an organization until it is unstoppable. It takes a certain amount of toughness to get there, and Michael Kors said it best, “fashion is not for sissies.” Collaborators include: Albert Puyol - CEO - LVMH, Women'secret, Brownie Nikhil Nathwani - Retail Director - CH Carolina Herrera, Swarovski, The Body Shop Camilla Amalie Wildfang - Design Manager - Bestseller HK Limited

The Luxury Strategy
The Luxury Strategy

Author: Jean-Noël Kapferer

Publisher: Kogan Page Publishers

Published: 2012-09-03

Total Pages: 408

ISBN-13: 0749464925

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Discover the secrets to successful luxury brand management with this bestselling guide written by two of the world's leading experts on luxury branding, Jean-Noël Kapferer and Vincent Bastien, providing a unique blueprint for luxury brands and companies. Having established itself as the definitive work on the essence of a luxury brand strategy, this book defines the differences between premium and luxury brands and products, analyzing the nature of true luxury brands and turning established marketing 'rules' upside-down. Written by two world experts on luxury branding, The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Armani, Gucci, and Ralph Lauren into profitable global brands. Now with a new section on marketing and selling luxury goods online and the impact of social networks and digital developments, this book has truly cemented its position as the authority on luxury strategy.

Fashion Branding and Communication
Fashion Branding and Communication

Author: Byoungho Jin

Publisher: Springer

Published: 2017-04-26

Total Pages: 199

ISBN-13: 1137523433

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This second volume in the Palgrave Studies in Practice: Global Fashion Management series focuses on core strategies of branding and communication of European luxury and premium brands. Brand is a critical asset many firms strive to establish, maintain, and grow. It is more so for fashion companies when consumers purchase styles, dreams and symbolic images through a brand. The volume starts with an introductory chapter that epitomizes the essence of fashion brand management with a particular emphasis on emerging branding practices, challenges and trends in the fashion industry. The subsequent five cases demonstrate how a family workshop from a small town can grow into a global luxury or premium brand within a relatively short amount of time. Scholars and practitioners in fashion, retail, branding, and international business will learn how companies can establish a strong brand identity through innovative strategies and management.