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| Author | : Gwyneth Moore |
| Publisher | : A&C Black |
| Total Pages | : 186 |
| Release | : 2012-11-01 |
| Genre | : Business & Economics |
| ISBN | : 2940411875 |
Fashion Promotion fully examines what's required for a 21st century fashion brand to make its mark and stay visible in a shifting consumer landscape.
| Author | : Gwyneth Moore |
| Publisher | : Bloomsbury Publishing |
| Total Pages | : 169 |
| Release | : 2021-01-14 |
| Genre | : Business & Economics |
| ISBN | : 1350230650 |
Fashion Promotion is an inspiring and practical guide to promoting a brand. It addresses the new ways in which brands engage with customers, through the latest digital channels as well as traditional methods. Topics covered include developing a brand from an original idea, the impact of influencers and street style sites, digital fashion, online and offline marketing techniques, creating the vision behind a brand, and public relations. From marketing, PR and collaboration to creating brand visuals, Fashion Promotion guides readers through the ways in which any brand - large or small - can embrace the opportunities brought about by developments in digital communication, in order to engage with consumers in new and exciting ways. The new edition covers the impact of mobile on fashion retail transactions and marketing, the role for virtual and augmented reality and the increasing importance of sustainable production and distribution.
| Author | : Virginia Grose |
| Publisher | : Bloomsbury Publishing |
| Total Pages | : 175 |
| Release | : 2021-01-28 |
| Genre | : Business & Economics |
| ISBN | : 1350227390 |
Highlighting the skills and considerations needed to manage products, Virginia Grose introduces key processes such as product development, the supply chain and branding to help you quickly get to grips with the business side of fashion. Examining traditional and newer roles within the industry, discussing the roles of buyers, retailers and merchandisers interviews and case studies give insight into the realities of this competitive industry. This second edition has all new case studies, interviews and projects as well as coverage of sustainable practice, the use of social media, the circular economy and slow fashion. There's also more on digital storytelling, online and offline retailing and elements of retail entertainment for customers plus the impact of fast fashion throughout the industry.
| Author | : Olga Mitterfellner |
| Publisher | : Routledge |
| Total Pages | : 284 |
| Release | : 2019-11-14 |
| Genre | : Business & Economics |
| ISBN | : 042983716X |
Some of the usual obstacles to modern teachings of marketing are ethnocentricity, the limitation of creative thought by conformity to existing theories, lack of questioning of ethics, and a disconnection from historic events or sociological discourse. This book, in contrast, draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies as tools for understanding the way in which fashion works today, and re-evaluates what makes certain fashion marketing tactics fashionable. Offering a combination of theory and practice, Fashion Marketing and Communication is full of international case studies, practice-based examples and interviews with scholars and practitioners in the fashion and communications industry. Covering subjects including the history of consumerism, fashion marketing, the creative direction of the fashion brand and the use of bloggers and celebrities as marketing tools, this book delineates the opportunities and challenges facing the future of fashion media in the twenty-first century. Examining the last 100 years of marketing and communications, current theory and practice, as well as questions on the ethics of the fashion industry, this broad-ranging and critical text is perfect for undergraduate and postgraduate students of fashion marketing, branding and communication.
| Author | : David Shaw |
| Publisher | : Bloomsbury Publishing |
| Total Pages | : 176 |
| Release | : 2017-01-12 |
| Genre | : Business & Economics |
| ISBN | : 1474252931 |
Containing fully updated and beautifully illustrated need-to-know info, this revised second edition of the bestselling textbook on fashion buying contains everything today's fashion management student needs to give them a clear head-start in this lucrative but highly competitive industry. Fashion Buying uniquely looks at what fashion buying entails in terms of the activities, processes and people involved - from the perspective of the fashion buyer. The book breaks down the five key areas of buying activity for those wishing to pursue a career in the industry, crucially exploring the role of the fashion buyer, sources of buying inspiration, sourcing and communication, merchandise planning and trends in fashion buying. Featuring completely revised content on retail typology (including need-to-know info on demographics, price points and markets), and selecting and buying garments (line sheets, purchase orders and lookbooks), Fashion Buying now includes valuable new sections on customer profiling, merchandise pricing (mark-ups, markdowns and how pricing is calculated for profit), and trends. Also included in this practical handbook are insightful interviews with both established and emergent fashion creatives. Business case studies put the contents of each chapter into professional context and provide insider perspective; while industry-focused exercises and activities enable readers to practise applying their new skills and so gain a competitive advantage in both their studies and buying careers. Written by industry experts, Fashion Buying is an invaluable go-to resource and leading textbook for fashion design, marketing, buying and merchandising students.
| Author | : Susan Dillon |
| Publisher | : Bloomsbury Publishing |
| Total Pages | : 200 |
| Release | : 2018-10-04 |
| Genre | : Business & Economics |
| ISBN | : 135003083X |
The Fundamentals of Fashion Management provides an in-depth look at the changing face of today's fiercely competitive fashion industry. Providing invaluable behind-the-scenes insights into the roles and processes of the industry, this book combines creative and business approaches for all those seeking to gain a solid understanding of what it means to work in the fashion sector. Packed with new visuals, case studies and exercises, The Fundamentals of Fashion Management also contains new interviews with key players from different sectors in the global fashion industry, including with a fashion forecaster, a brand account manager, a fashion buyer, a digital marketing manager, fashion journalist, and a fashion entrepreneur. With an additional new chapter on entrepreneurship and management, this a must-have handbook for all those looking to create successful business practice in fashion management, marketing, buying, retailing and related fields.
| Author | : Nik Mahon |
| Publisher | : Bloomsbury Publishing |
| Total Pages | : 186 |
| Release | : 2017-11-02 |
| Genre | : Business & Economics |
| ISBN | : 1350034568 |
Art Direction examines the key techniques, approaches and 'secrets' involved in the development of creative advertising concepts. Mahon provides tips on how to use surprise, simplicity, provocation and visual drama to communicate the advertising message. The book examines the process of visualizing and exploring different ideas, and discusses the use of moving image, photography, illustration and typography to realize these ideas. It also explores the use of different advertising media, from traditional formats to new and alternative channels of communication.
| Author | : Dimitri Koumbis |
| Publisher | : Bloomsbury Publishing |
| Total Pages | : 169 |
| Release | : 2021-03-25 |
| Genre | : Business & Economics |
| ISBN | : 1350202835 |
If you're taking your first steps into the fast-paced world of retail, then merchandiser, store designer, retailer and educator Dimitri Koumbis is the ideal guide. In An Introduction to Fashion Retailing, he'll walk you through everything from the history of retail design, to the intricacies of consumer behavior, fast fashion and corporate social responsibility. You'll also learn professional techniques through detailed case studies of international retailers, including LVMH, Estée Lauder and ASOS. This revised edition includes expanded coverage of omnichannel retail approaches, retail KPIs as well as an outline of future retail trends in brick and mortar, e-commerce and technology. There's also a whole new chapter introducing visual merchandising, expanding on the importance of the store's overall design and visual representation of products.
| Author | : Mary G. Wolfe |
| Publisher | : Goodheart-Wilcox Publisher |
| Total Pages | : 0 |
| Release | : 2018-02-21 |
| Genre | : Business & Economics |
| ISBN | : 9781635631494 |
"Previously published as The World of Fashion Merchandising by Mary G. Wolfe."
| Author | : Don E. Schultz |
| Publisher | : N T C Business Books |
| Total Pages | : 197 |
| Release | : 1993 |
| Genre | : Sales promotion |
| ISBN | : 9780844233666 |
Complete, concise, and easy to use, the all-new edition of this marketing best seller covers the ten key sales promotion techniques, explains how each one works, and shows how marketers can plan for and use them to boost sales: coupons, refunds and rebates, sampling, value packs, premium packs, mail-in premiums, continuity programs, contests and sweepstakes, special events, and trade incentives. Real-life examples illustrate the benefits and drawbacks of each technique, highlighting how it can be used alone or as part of a long-term sales promotion or marketing plan. Also new to this edition, an emphasis on tailoring sales promotions to the buying habits of distinct consumer groups ensures that all campaigns are customer oriented and results focused. Special chapters highlight the growth of sales promotion and its increasingly important role within an integrated marketing communications program. A comprehensive appendix of sales promotion organizations, major suppliers, and sources of further information makes this book an essential resource for anyone using sales promotion to meet marketing and sales goals.
