Fashion Marketing

<b><i>‘Clothing that is not purchased or worn is not fashion’</i> (to paraphrase Armani)</b><br /> <p>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?<br /> </p> <p>Marketing is now a firmly established element of most fashion and clothing courses. <i>Fashion Marketing</i> is written to meet students’ requirements and has many features making it essential reading for anyone involved in the fashion and clothing business:<br /> </p> <p>· deals with contemporary issues in fashion marketing<br /> </p> <p>· up-to-date examples of global good practice<br /> </p> <p>· exclusively about fashion marketing<br /> </p> <p>· a unique contribution on range planning with a practical blend of sound design sense and commercial realism<br /> </p> <p>· a balance of theory and practice, with examples to illustrate key concepts<br /> </p> <p>· clear worked numerical examples to ensure that the ideas are easily understood and retained<br /> </p> <p>· over 50 diagrams<br /> </p> <p>· a glossary of the main fashion marketing terms and a guide to further reading<br /> </p> <p>· a systematic approach to fashion marketing, not hyperbole or speculation.<br /> </p> <p>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.<br /> </p> <p><b><i>See www.blackwellpublishing.com/easey for supporting pack for tutors, including PowerPoint slides for each chapter plus ideas and exercises for seminars.</i></b></p>