The Fashion Business: Theory and Practice in Strategic Fashion Management

ISBN-13: 9780367490553 / Angielski / Miękka / 2021 / 222 str.

Dario Golizia

Opis

This book provides a clear understanding of the different business strategies and models across all markets of the fashion industry. Providing a wholistic and practical approach to strategic fashion management and marketing, the book covers brand image, supply chain, communication, price point, and social media.

Spis treści

1. Fashion business and strategic marketing  2. Large unspecialised fashion companies  3. Historic fashion brands  4. Contemporary fashion brands  5. Industrial fashion brands  6. Fast fashion brands  7. Emerging brands specialising in ready-to-wear  8. Brands specialising in formal menswear  9. Brands specialising in casualwear  10. Brands specialising in underwear  11. Brands specialising in activewear  12. Brands specialising in streetwear  13. Brands specialising in bags  14. Brands specialising in footwear  15. Conclusions: shared critical factors of success and future scenarios of the fashion industry in collaboration with Sennaith Ghebreab

O autorze

Dario Golizia is a visiting lecturer at IULM University and a senior lecturer in Fashion Marketing Strategies at Istituto Marangoni, both in Milan, Italy.