The Fashion Strategy
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| Author | : Harriet Posner |
| Publisher | : Laurence King Publishing |
| Total Pages | : 473 |
| Release | : 2015-08-17 |
| Genre | : Design |
| ISBN | : 178067807X |
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.
| Author | : Fashionary |
| Publisher | : Fashionary |
| Total Pages | : 0 |
| Release | : 2017-11-23 |
| Genre | : Business & Economics |
| ISBN | : 9789887710974 |
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.
| Author | : Shrivastava, Archana |
| Publisher | : IGI Global |
| Total Pages | : 204 |
| Release | : 2020-06-19 |
| Genre | : Business & Economics |
| ISBN | : 1799827291 |
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.
| Author | : Ozuem, Wilson |
| Publisher | : IGI Global |
| Total Pages | : 483 |
| Release | : 2017-10-31 |
| Genre | : Business & Economics |
| ISBN | : 1522526986 |
Online shopping has become increasingly popular due to its availability and ease. As a result, it is important for companies that sell high-end products to maintain the same marketing success as companies selling more affordable brands in order keep up with the market. Digital Marketing Strategies for Fashion and Luxury Brands is an essential reference source for the latest scholarly research on the need for a variety of technologies and new techniques in which companies and brand managers can promote higher-end products. Featuring coverage on a broad range of topics and perspectives such as brand communication, mobile commerce, and multichannel retailing, this publication is ideally designed for managers, academicians, and researchers seeking current material on effectively promoting more expensive merchandise using technology.
| Author | : Vecchi, Alessandra |
| Publisher | : IGI Global |
| Total Pages | : 899 |
| Release | : 2016-05-03 |
| Genre | : Business & Economics |
| ISBN | : 1522501118 |
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.
| Author | : Harriet Posner |
| Publisher | : Laurence King Publishing |
| Total Pages | : 224 |
| Release | : 2011-04-28 |
| Genre | : Business & Economics |
| ISBN | : 178067533X |
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.
| Author | : Thomaï Serdari |
| Publisher | : Springer Nature |
| Total Pages | : 200 |
| Release | : 2020-09-01 |
| Genre | : Business & Economics |
| ISBN | : 3030453014 |
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.
| Author | : Miguel Hebrero |
| Publisher | : Miguel Hebrero |
| Total Pages | : 211 |
| Release | : 2017-11-03 |
| Genre | : Business & Economics |
| ISBN | : 1370648073 |
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
| Author | : Anna Cabigiosu |
| Publisher | : Springer Nature |
| Total Pages | : 252 |
| Release | : 2020-07-13 |
| Genre | : Business & Economics |
| ISBN | : 3030488101 |
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.
| Author | : Mosca, Fabrizio |
| Publisher | : IGI Global |
| Total Pages | : 351 |
| Release | : 2021-03-26 |
| Genre | : Business & Economics |
| ISBN | : 1799858839 |
In recent times, the advent of new technologies, the concerns about sustainability, and the new tastes of the youngest generations of luxury consumers have affected the traditional dynamics of the luxury goods markets. These emerging issues have caused significant changes in the marketing of luxury goods. Sustainable development is not a new practice in the luxury market but is of increasing importance. The real challenge is for luxury companies to overcome the residual corporate social responsibility perspective to embrace a real integration of environmental, ethical, and social concerns into the corporate strategy. Integrated output and sustainable processes, the introduction of non-financial reporting as operational practice, and a new orientation to circular economy practices are emerging issues that still today request for a deeper exploration both on the academic and managerial point of view. Digitalization is another relevant issue that is reshaping the business model of luxury companies. Big data, blockchain, omnichannel experience, and digital customer experience represent the main digital challenges that luxury brand companies are facing nowadays. Luxury brands must keep up with these digital demands and sustainability concerns to maintain their position in the global market. Developing Successful Global Strategies for Marketing Luxury Brands upgrades the most relevant theoretical frameworks and empirical research about the marketing of luxury goods. This book is focused on contemporary issues affecting luxury industries such as digital transformation (blockchain, big data, analytics, innovation processes), sustainable development, changes in luxury consumers’ behavior, integration between physical and online channels, and the development of social media marketing strategies. Chapters will cover areas of marketing, management, buyer behavior, and international business, creating a multidisciplinary approach for this book. This book is ideal for scholars, local government agencies and public bodies, managers, luxury business owners, along with practitioners, stakeholders, researchers, academicians, and students who are interested in emerging issues affecting the luxury market, such as sustainability and digital transformation.
