ISBN:
9781444309560
Language:
English
Pages:
1 Online-Ressource (xvi, 260 Seiten)
,
Illustrationen
Edition:
Third edition
Parallel Title:
Erscheint auch als Fashion marketing
Parallel Title:
Erscheint auch als Fashion marketing
DDC:
391.00688
Keywords:
Bekleidungsindustrie
;
Mode
;
Marketing
;
Großbritannien
;
Fashion merchandising
;
Marketing
;
Fashion merchandising
;
Electronic books
;
Electronic books
;
Buch
;
Sammelwerk
;
Ratgeber
;
Mode
;
Marketing
Abstract:
'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. See www.blackwellpublishing.com/easey for supporting pack for tutors, including PowerPoint slides for each chapter plus ideas and exercises for seminars.
Abstract:
Contents; List of Contributors; Preface; Acknowledgements; Part A: Understanding Fashion Marketing; 1 An Introduction to Fashion Marketing; 1.1 What is fashion?; 1.2 What is marketing?; 1.3 What is fashion marketing?; 1.4 Fashion marketing in practice; 1.5 How fashion marketing can help the fashion industry; 1.6 What fashion marketers do: five examples; 1.7 Ethical issues in fashion marketing; 1.8 An overview of the fashion marketing process; 1.9 Summary; Further reading; 2 The Fashion Market and the Marketing Environment; 2.1 Introduction; 2.2 The development of the fashion market
Abstract:
2.3 The fashion market: size and structure2.4 Marketing environment; 2.5 Micro-marketing environment; 2.6 Macro-marketing environment; 2.7 Trends in the marketing environment; 2.8 Summary; Further reading; Part B: Understanding and Researching the Fashion Purchaser; 3 The Fashion Consumer and Organizational Buyer; 3.1 Introduction; 3.2 Why study the fashion buyer?; 3.3 Fashion consumer decision-making; 3.4 Psychological processes; 3.5 Sociological aspects of consumer behaviour; 3.6 The organizational buyer; 3.7 Summary; Further reading; 4 Fashion Marketing Research; 4.1 Introduction
Abstract:
4.2 The purpose of marketing research4.3 An overview of the marketing research process; 4.4 Problem definition and setting research objectives; 4.5 Research design; 4.6 Data sources; 4.7 Practical sampling methods; 4.8 Primary data collection methods; 4.9 Data collection methods; 4.10 Questionnaire design; 4.11 Attitude measurement and rating scales; 4.12 The role of marketing research in new product development; 4.13 Forecasting fashion; 4.14 The Internet as a research tool; 4.15 International marketing research; 4.16 Summary; Further reading
Abstract:
Part C: Target Marketing and Managing the Fashion Marketing Mix5 Segmentation and the Marketing Mix; 5.1 Introduction and overview; 5.2 Mass marketing and market segmentation; 5.3 Segmentation: rationale, bases and strategy; 5.4 Positioning and perceptual mapping; 5.5 The fashion marketing mix; 5.6 Summary; Further reading; 6 Designing and Marketing Fashion Products; 6.1 Introduction; 6.2 The importance of fashion products; 6.3 The nature of fashion products; 6.4 The fashion industry and new product development; 6.5 Retail buying sequence: autumn and winter season
Abstract:
6.6 The product mix and range planning6.7 Fashion and related life cycles; 6.8 Summary; Further reading; 7 Pricing Garments and Fashion Services; 7.1 Introduction; 7.2 Different views of price; 7.3 The role of price decisions within marketing strategy; 7.4 External factors influencing price decisions; 7.5 Internal factors influencing price decisions; 7.6 Main methods of setting prices; 7.7 Pricing strategies in relation to new products; 7.8 Pricing strategies to match the competition; 7.9 Price changes; 7.10 Summary; Further reading; 8 Fashion Distribution; 8.1 Introduction
Abstract:
8.2 The importance of fashion retailing
Abstract:
'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 f
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