Marketing Fashion

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Marketing and fashion branding inform many of the strategic and creative decisions involved in fashion design and product development. Marketing is a vital component of the industry supply chain and an understanding of its importance and role is essential for those planning a career in fashion. Marketing Fashion is a practical guide to the fundamental principles of marketing and branding, from catwalk to price calculation, developing brand identity to creating a customer profile. The book explains key theoretical concepts, and illustrates how they are applied within the global fashion and retail industry, from the heights of haute couture to the multiples of the mass market.

Using examples and case studies drawn from a broad range of fashion, textile and retail businesses, students are led through the marketing process from initial consumer and market research to the creation of exciting marketing and branding campaigns. The book is designed to appeal to students at degree or foundation level as well as those contemplating a career within the fashion industry.

Harriet Posner is a lecturer and consultant in fashion, business and marketing. After graduating from Saint Martins College of Art & Design, she set up her own knitwear label, selling in major stores worldwide. She has worked as a fashion designer, buyer and marketing consultant in the UK, Europe and Asia.


Introduction
What is in this book? 6
How the book is structured 7
Who is this book for? 8
1. Structure of the Fashion Market
Fashion market sectors 10
Fashion market levels 13
Fashion cities and trade fairs 19
2. The Marketing Toolkit
What is marketing? 26
Marketing definitions 26
The marketing mix 34
The marketing mix today 44
Marketing strategy 50
3. Research and Planning
Marketing research 62
Market research 74
Planning and strategy 97
4. Understanding the Customer
Customer segmentation 105
Creating a customer profile 123
5. Introduction to Branding
Defining a brand 128
The purpose of branding 134
Developing and managing
brand identity 139
Brand strategy and management 151
6. Fashion Promotion
The promotional mix 158
Fashion advertising 161
Sales promotion 173
Fashion PR and publicity 186
7. Careers in Fashion Marketing
Professional skills 193
Career choices 195
Applying for a job 205









Product code: 9781856697231
ISBN: 978-1856697231
Cover: .
Pages: 252
Publisher: Laurence King Publishing
Language: English
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