Fashion Marketing / Edition 3

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Overview

'Clothing that is not purchased or worn is not fashion' (to paraphrase Armani)

Knowledge 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 potential and be a financial success: What are the major trends we should be monitoring?; How should we set our prices?; What is the most effective way to get our message across about the new product range?; Which colour-wash will be the most popular with buyers?

Marketing is now a firmly established element of most fashion and clothing courses. Fashion Marketing is written to meet students' requirements and has many features making it essential reading for anyone involved in the fashion and clothing business:

* deals with contemporary issues in fashion marketing

* up-to-date examples of global good practice

* exclusively about fashion marketing

* a unique contribution on range planning with a practical blend of sound 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 glossary of the main fashion marketing terms and a guide to further reading

* a systematic approach to fashion marketing, not hyperbole or speculation.

The new edition has been updated throughout with new material on different promotional media, visual marketing and international marketing research;and new coverage of internal marketing, supply chain management, international marketing communications as well as the role of the internet.
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What People Are Saying

From the Publisher
?Fashion Marketing provides a good introductory level text, most appropriate for first yearundergraduate students.? (Journal of Fashion Marketing and Management, January 2009)
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Product Details

  • ISBN-13: 9781405139533
  • Publisher: Wiley
  • Publication date: 11/10/2008
  • Series: Wiley Desktop Editions Series
  • Edition description: New Edition
  • Edition number: 3
  • Pages: 280
  • Product dimensions: 6.70 (w) x 9.50 (h) x 0.60 (d)

Meet the Author

Mike Easey, BA (Hons), DipM, MCIM, CertEd, is Director of Collaborative Ventures in Newcastle Business School at the University of Northumbria at Newcastle. He has worked for three multinationals in marketing research, promotion and marketing planning positions. He is an experienced Marketing Consultant and has undertaken an extensive range of consultancy work including marketing for fashion manufacturers and fashion retailers. He is also a university external examiner in fashion marketing, a QAA Specialist Subject Reviewer in Marketing and a member of the editorial board of the Journal of Fashion Marketing and Management. Mike Easey produced Chapters 1, 3, 7 and 10 and co-wrote Chapter 5 with Christine Sorensen.
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Table of Contents

Pt. A Understanding Fashion Marketing 1

1 An Introduction to Fashion Marketing Mike Easey Easey, Mike 3

2 The Fashion Market and the Marketing Environment Christine Sorensen Sorensen, Christine 18

Pt. B Understanding and Researching the Fashion Purchaser 61

3 The Fashion Consumer and Organizational Buyer Mike Easey Easey, Mike 63

4 Fashion Marketing Research Patricia Gray Gray, Patricia 97

Pt. C Target Marketing and Managing the Fashion Marketing Mix 129

5 Segmentation and the Marketing Mix Mike Easey Easey, Mike Christine Sorensen Sorensen, Christine 131

6 Designing and Marketing Fashion Products Sheila Atkinson Atkinson, Sheila Mike Easey Easey, Mike 145

7 Pricing Garments and Fashion Services Mike Easey Easey, Mike 177

8 Fashion Distribution John Willans Willans, John 196

9 Fashion Marketing Communications Gaynor Lea-Greenwood Lea-Greenwood, Gaynor 218

10 Fashion Marketing Planning Mike Easey Easey, Mike 238

Glossary of Fashion Marketing Terms 251

Index 257

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