â€˜Clothing that is not purchased or worn is not fashionâ€™ (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 studentsâ€™ requirements and has many features making it essential reading for anyone involved in the fashion and clothing business:Â· deals with contemporary issues in fashion marketingÂ· up-to-date examples of global good practiceÂ· exclusively about fashion marketingÂ· a unique contribution on range planning with a practical blend of sound design sense and commercial realismÂ· a balance of theory and practice, with examples to illustrate key conceptsÂ· clear worked numerical examples to ensure that the ideas are easily understood and retainedÂ· over 50 diagramsÂ· a glossary of the main fashion marketing terms and a guide to further readingÂ· 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.
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