ISBN:
9780080468174
Sprache:
Englisch
Seiten:
1 Online-Ressource (xxiv, 324 Seiten)
Ausgabe:
Second edition
Paralleltitel:
Erscheint auch als Fashion marketing
DDC:
391.0688
Schlagwort(e):
Fashion merchandising
;
Bekleidungsindustrie
;
Marketing
;
Verbraucherverhalten
;
Globalisierung
Kurzfassung:
A collection of international contributions from renowned academics and practitioners from the US, UK, China, the second edition of Fashion Marketing has been completely updated, revised and expanded to reflect the major changes in the fashion industry since 2001 and covers all of the key themes and issues of the area. Key themes and areas covered include globalization, fast fashion, luxury fashion, offshoring, business-to-business, forecasting, sourcing, supply chain management, new product development, design management, logistics, range planning, color prediction, market testing, e-commerce, and strategy.
Beschreibung / Inhaltsverzeichnis:
Fashion Marketing Contemporary Issues; Copyright; Contents; Foreword; List of Contributors; Acknowledgements; Introduction; 1 Globalization: global markets and global supplies; Introduction; Fashion markets and fashion marketing; The growing impact of China on world textile and clothing markets; India's expected growing share of the world market; MFA 1974-1994; The WTO ATC 1995-2004; Free trade vis-à-vis fair trade; WTO rules in practice: an illustrative case; The globalization phenomenon; Value creation, information and powerful brands; Globalization defined
Beschreibung / Inhaltsverzeichnis:
Globalization and its impact upon suppliesMarket definition; Large retailers and their influence on trade; UK retail structure; UK retail market size and market shares; The growth of supermarket fashion; Global production networks: global sourcing; Summary; References; 2 Supply chain strategies, structures and relationships; Antecedents of supply chain management; Supply chain strategies; Total cost of ownership; Supply chain structures; Supply chain relationships; Supply chain research; References; 3 Challenges of fashion buying and merchandising; Introduction; Dynamics of fashion sourcing
Beschreibung / Inhaltsverzeichnis:
Fashion supply chainManaging a portfolio of supplier relationships; Vendor selection; Fashion buying decision criteria; Buying processes; Fashion buying cycle; Fashion retail buying; Conclusions; Acknowledgement; References; 4 Segmenting fashion consumers: reconstructing the challenge of consumer complexity; Introduction; Global interest in market segmentation; The cited benefits of market segmentation; Research developments in the history of market segmentation; Market segmentation: the evidence; Making sense of the segmentation paradox; When social worlds collide
Beschreibung / Inhaltsverzeichnis:
Social encounters of a third kindThe social construction of identity; Implications for fashion marketing; References; 5 Developing a research agenda for the internationalization of fashion retailing; Introduction; What is the internationalization of fashion retailing?; Who are the international fashion retailers?; Where are fashion retailers developing international operations?; When does fashion retailer internationalization occur?; Why do fashion retailers internationalize?; How are fashion retailers developing international operations?; Concluding comments; References
Beschreibung / Inhaltsverzeichnis:
6 Retail brand marketing in the fashion industryIntroduction; The new consumer; The retail response; Conclusions; References; 7 Competitive marketing strategies of luxury fashion companies; Introduction; Understanding the tenets of luxury fashion; The dynamics of luxury fashion; Marketing strategies in a dynamic context; Case histories; Conclusions; Acknowledgement; References; 8 Store environment of fashion retailers: a Hong Kong perspective; Introduction; Background; Store environment; Store atmospherics
Beschreibung / Inhaltsverzeichnis:
Current study on the importance of store environment to consumer's casualwear fashion store choice decision in Hong Kong
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