Pub. Date:
Bloomsbury Academic
Fashion Brand Merchandising

Fashion Brand Merchandising

by Gordon T. Kendall
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Fashion Brand Merchandising introduces the concepts and practices to help students build, develop, and work with fashion brands. The book includes four parts, each exploring an important facet of fashion brands and the fashion brand process. This text covers how branding and merchandising activities are interrelated and interdependent with respect to marketing fashion-related products. In whatever capacity you engage with fashion brands-marketer, merchandiser, retailer, designer, or student-this text covers what you need to know to work successfully in the industry.
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Product Details

ISBN-13: 9781563675614
Publisher: Bloomsbury Academic
Publication date: 11/26/2008
Edition description: New Edition
Pages: 416
Product dimensions: 7.20(w) x 9.20(h) x 1.00(d)

About the Author

Gordon T. Kendall is a freelance author and lecturer based in
Dallas, Texas.

Table of Contents

What are Fashion Brands?
- Fashion Brand Merchandising
- Fashion Brands in the Marketplace
- Fashion Brands and Consumers
- Products, Services, and Fashion Brands

Building Fashion Brands
- Planning Fashion Brands
- Elements of Fashion Brands
- Fashion Brand Communication
- Fashion Brand Experiences

Developing Fashion Brands
- Changing Nature of Fashion Brands
- Expanding Fashion Brands
- Measuring Fashion Brand Performance
- Fashion Brand Portfolios

Working with Fashion Brands
- Organizing the Fashion Brand Team
- Business and Social Issues of Fashion Brands
- Future Trends of Fashion Brands

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