Fashion Buying: From Trend Forecasting to Shop Floor

ISBN-13: 9781474252928 / Angielski / Miękka / 2017 / 176 str.

David Shaw;Dimitri Koumbis

Opis

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.

Recenzje

In five to-the-point chapters, Fashion Buying delivers all that is needed to know about becoming a buyer. It is at once detailed and efficient; a masterful little book that inevitably paves the way to a better understanding of the merchandising environment and the job of a fashion buyer. Susan N. Spencer, Merchandise Product Development and Merchandise Marketing Faculty, Fashion Institute of Design and Merchandising, USA

Spis treści

Introduction1. The Fashion BuyerWhat is a Fashion Buyer?Fashion Buying ApproachesRetail Environments and the BuyerCase Study: Kate Ruque, Fashion Buyer and PlannerInterview: Kate RuqueChapter 1 Summary2. Sources of Buying InspirationBuyers, Designers and MarketsMarket ResearchProfiling the CustomerTrend ForecastingCase Study: Capsule ShowInterview: Deidre Maloney, Co-founder Capsule ShowChapter 2 Summary3. Suppliers, Sourcing and CommunicationThe Buyer<>Supplier RelationshipWhat is a Supply Chain?Managing the Supply BaseSourcing IssuesDeveloping Product Categories and Selecting LinesFabric SelectionFashion Lead Times and the Fashion Buying CycleSelecting and Buying GarmentsCase Study: Feral ChildeInterview: Alice Wu, Co-founder Feral ChildeChapter 3 Summary4. Merchandise PlanningWhat is Merchandise Planning?Developing the Initial Season Buying PlanProduct Sampling and the Final Range PreparationMerchandise PricingRisk and Range IssuesGetting the Balance RightCase Study: TechnologyInterview: Oshana Pinto, PLM Product Manager, Gerber TechnologyChapter 4 Summary5. Trends in Fashion BuyingPromotional ActivitiesTechnologyCorporate Social ResponsibilityCase Study: Kristen Lucio, Fashion EntrepreneurInterview: Kristen LucioChapter 5 SummaryConclusion/ Appendix/ Glossary/ Student Resources/ Index/ Acknowledgements and Picture Credits

O autorze

David Shaw worked in fashion buying for over 20 years for some of the UK's most famous high street fashion retailers. He is now an academic, consultant trainer and writer on fashion retailing and marketing. David has lectured at the London College of Fashion, Nottingham Trent University, Middlesex University, University of Surrey, Northumbria University and The Institute Marangoni in the UK, as well as the Dublin Institute of Technology and Macquarie University, Sydney. He has previously published four titles on fashion buying, marketing and management for Routledge, Macmillan and Springer-Verlag. Dimitri Koumbis has over 15 years of retail experience as a practitioner and educator, working in creative marketing and design management for fast fashion brands such as Urban Outfitters and Gap, Inc. Additionally, Dimitri is a retail consultant and strategist for emerging and SME brands within the US.