Marketing Fashion Footwear : The Business of Shoes

ISBN-13: 9781472579317 / Angielski / Miękka / 2017 / 240 str.

Tamsin McLaren; Fiona Armstrong-Gibbs

Opis

Marketing Fashion Footwear addresses the strategic issues surrounding the marketing and distribution of footwear, including brand identity, consumer behavior, production and manufacturing, and the impact of globalization and regional trends. Detailed case studies explore the evolving retail and e-tail landscape while industry perspective interviews focus on the issues faced by designers, brands and retailers. You’ll also learn the critical success factors for brand longevity, the scope of marketing communications, and the channels used to reach key opinion leaders and consumers. Beautifully illustrated with examples from some of the world’s most influential footwear designers and retailers, this is the ultimate guide to a multi-billion dollar industry. Featured contributors: Margaret Briffa, Briffa Marc Debieux, Cheaney & Sons Jason Fulton, This Memento Marc Goodman, Giancarlo Ricci Simon Jobson, Dr. Martens Tracey Neuls Tricia Salcido, Soft Star Shoes John Saunders, British Footwear Association Joanne Stoker Mary Stuart, mo Brog

Spis treści

1. The Fashion Footwear Consumer Introduction; Global Footwear Consumption; What Is Consumer Behavior?; Consumer Motivations; The Purchase Decision Process; Ethics in Action: Disposal and Recycling of Shoes; Research Emerging Consumer Behavior; The Role of Trend in Fashion Footwear; Case Study: Birkenstock; Industry Perspective: Jasmin Sanya Footwear Buyer for Harvey Nichols; Summary; Discussion Questions; Exercises; Key Terms 2. Footwear Design, Construction, and Production Introduction; Establishing the Footwear Supply Chain; Design Concepts; Sourcing Raw Materials and Components; Footwear Construction; Operational Processes; Range and Development of Styles; The Global Landscape of Footwear Production; Ethics in Action: People, Places and Production; Case Study: 3-D Printed Footwear; Industry Perspective: Tricia Salcido, Co-Owner, Soft Star Shoes; Summary; Discussion Questions; Exercises; Key Terms 3. The Global Footwear Trade Introduction; The Global Flow of Footwear via Continents; Trade Tariffs; Case Study: European Union Trade Tariffs in Footwear; Free Trade Agreements; Ethics in Action: The African Footwear Trade; The Buyer’s Role in Sourcing Trend-Led Footwear; Logistics and Legalities; The Cost of Shoes; Wholesale Distribution; Case Study: Bata India Ltd; Industry Perspective: John Saunders, CEO, British Footwear Association; Summary; Discussion Questions; Exercises; Key Terms 4. The Retail and e-Tail Landscape Introduction; Retail and Product Classifications for Fashion Footwear; Retail Channels and Key Players; Footwear Specialists; Nonspecialist Retailers; E-tailing; Multi- and Omni-Channel Retail; Modes of Market Entry; The Changing Face of Retail; Ethics in Action: The “Minimum” and “Living” Wage; Case Study: Sneakerboy; Industry Perspective: Mary Stuart, mo Brog; Summary; Discussion Questions; Exercises; Key Terms 5. Management Strategies for Retail Growth Introduction; What Is Retail Strategy?; Strategic Development; Strategic Planning and Implementation; Strategic Action and Evaluation; Ethics in Action: International Cultural Considerations; Case Study: Retail strategy in a recession ; Industry Perspective: Marc Goodman, Managing Director, Giancarlo Ricci; Summary; Discussion Questions; Exercises; Key Terms 6. Visual Merchandising and Design Concepts for Retail, E-tail, and Wholesale Introduction; What Is Visual Merchandising for Fashion Footwear?; The Traditional Shoe Shop Environment Tested; Retail Design Fundamentals; Retail Theater; Challenges of Visual Merchandising Fashion Footwear; Consumer Experience—Customization and Personalization; Wholesale and PR Theater; Ethics in Action: THE ONE OFF Design Agency; Industry Perspective: Marc Debieux, Store Manager at Cheaney & Sons; Summary; Discussion Questions; Exercises; Key Terms 7. Brand Identity and Protection Introduction; What Is a Brand?; Categories of Footwear Brands; Semiotics, Brand Architecture, and Tiered Branding; Protecting the Brand; Ethics in Action: Christian Louboutin Versus Yves Saint Laurent; Global Counterfeit Culture; Case Study: UGG Australia; Industry Perspective: Margaret Briffa, Founding Partner of Briffa; Summary; Discussion Questions; Exercises; Key Terms 8: Brand Management Introduction; What Is Brand Management?; Measuring Success—Awareness and Adoption; What Makes Successful Brand Collaboration?; The Creation of a Footwear Icon; Ethics in Action: Social Enterprise; Case Study: Doctor Martens; Industry Perspective: Tracey Neuls, Designer; Summary; Discussion Questions; Exercises; Key Terms 9. Marketing Communications: Media and PR Introduction; What is Marketing Communications?; Market Research; Advertising; Public Relations; Case Study: Courting Hollywood; Events Management and Sponsorship; Direct Sales; Shoes on Screen—Digital Developments; Managing and Measuring Effectiveness Online; Trade Marketing Communications; Ethics in Action: Regulatory and Cultural Considerations; Case Study: Hunter; Industry Perspective: Michelle Crowe, Email Marketing Coordinator, Kurt Geiger; Summary; Discussion Questions; Exercises; Key Terms Bibliography Further Resources Index Acknowledgments and Credits