Fashion Marketing

ISBN-13: 9780750668972 / Angielski / Twarda / 2007 / 324 str.

Tony Hines; Margaret Bruce

Opis

A collection of international contributions from renowned academics and practitioners from the UK, USA and China, the second edition of Fashion Marketing has been revised and expanded to incorporate the major changes in the fashion industry since 2001. This edition integrates everything on fashion marketing that a student or practitioner could ever need. Now covering all the key themes and issues of the area:

*globalization
*fast fashion
*luxury fashion
*offshoring
*business-to-business
*forecasting
*sourcing
*supply chain management (demand management)
*new product development
*design management
*logistics
*range planning
*colour prediction
*market testing
*e-commerce
*strategy

Ideal for use on Fashion marketing and Fashion management programmes, this book will also be invaluable on any undergraduate or postgraduate courses in Fashion, Textiles, Apparel and Retailing Management. This book will also serve as a useful, informative and authoritative text for senior managers in the fashion marketing industries wanting to gain further understanding of current and future developments within the industry.

*Exciting new edition, fully revised and expanded to include hot new issues such as globalisation, luxury brands and increasingly complex supply chains
*Global focus and up-to-date case studies aid students in gaining a greater understanding of the structure and complexity of the industry
*A range of well-respected and international contributors

Spis treści

Global markets and Global supplies; Supply chain strategies, structures and relationships; The challenges of fashion buying and merchandising; Segmenting fashion consumers: Reconstructing the challenge of consumer complexity; Developing a research agenda for the internationalization of fashion retailing; Retail brand marketing in the fashion industry; Competitive marketing strategies of luxury fashion companies; Store environment of fashion retailers: A Hong Kong perspective; The process of trend development leading to a fashion season; Innovation management in creating new fashion; Consumers and their negative selves, and the implications for fashion marketing; Fashion retailer desired and perceived identity; Fashion E-tailing; The international flagship stores of luxury fashion retailers; The making and marketing of a trend; Approaches to doing research

O autorze

Tony Hines, Margaret Bruce