'Clothing that is not purchased or worn is not fashion' (to paraphrase Armani) K
nowledge 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 pote
ntial and be a financial success: What are the major trends we should be monitor
ing?; How should we set our prices?; What is the most effective way to get our m
essage across about the new product range?; Which colour-wash will be the most p
opular with buyers? Marketing is now a firmly established element of most fashio
n and clothing courses. Fashion Marketing is written to meet students' requireme
nts and has many features making it essential reading for anyone involved in the
fashion and clothing business: * deals with contemporary issues in fashion mark
eting * up-to-date examples of global good practice * exclusively about fashion
marketing * a unique contribution on range planning with a practical blend of so
und 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 glossa
ry of the main fashion marketing terms and a guide to further reading * a system
atic approach to fashion marketing, not hyperbole or speculation.
The new edi
tion has been updated throughout with new material on different promotional medi
a, visual marketing and international marketing research; and new coverage of in
ternal marketing, supply chain management, international marketing communication
s as well as the role of the internet.
