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AVA Academia's Basics Fashion Management titles are designed to provide visual arts students with a theoretical and practical exploration of each of the fundamental topics within the discipline of Fashion Management. Packed with examples from students and professionals and fully illustrated with clear diagrams and inspiring imagery, they offer an essential exploration of the subject. This book explores what fashion buying entails in terms of the activities, process and people involved from the perspective of the fashion buyer. Fashion Buying has been divided into the six key areas of buying activity the buying role, sources of fashion inspiration, cyclical buying calendars, merchandise management and planning, supplier management, and internal as well as external relationship management. Each chapter features an interview with a successful fashion professional, which helps readers to put the contents of the chapter into context and perspective; as well as a business case study that provides a real world example of the activities described. Exercises and activities are also suggested within each chapter to enable readers to put their learning into practice. This title will prove an invaluable resource for fashion design, marketing, buying and merchandising students.
David Shaw worked in fashion buying for over 20 years for some of the UK’s largest fashion retailers. A pioneer of several of the first fashion buying courses, David is now an academic, consultant trainer and writer. Dimitri Koumbis worked in visual merchandising for more than 15 years for many fast-fashion retailers. He currently teaches courses in Fashion Merchandising and Marketing at the Art Institute, New York, USA.
Table of Contents
Chapter 1: The Fashion Buyer What is a fashion buyer?/Retail environments and the buyer/Fashion buying approaches/Case study: Kristen Lucio, e-commerce entrepreneur/Interview: Kristen Lucio/Chapter 1 summary Chapter 2: Sources of Buying Inspiration Buyers, designers and markets/Market research/Trend forecasting/Case study: Promostyl/Interview: Matthew Jeatt, Promostyl /Chapter 2 summary Chapter 3: Suppliers, Sourcing and Communication What is a supply chain?/ The buyer<>supplier relationship/Managing the supply base/Sourcing issues/Developing product categories and selecting lines/Fabric selection/Fashion lead times and the fashion buying cycle/Selecting and buying garments/Case study: Primark/Interview: Liam O'Farrell, Primark/Chapter 3 summary Chapter 4: Merchandise Planning What is merchandise planning?/Developing the initial season buying plan/Product sampling and the final range preparation/Risk and range issues/Getting the balance right /Case study: SAP /Interview: Stephen Henley, SAP/Chapter 4 summary Chapter 5: Trends in Fashion Buying Promotional activities/Technology /Corporate social responsibility /Case study: Hennes & Mauritz (H&M)/Chapter 5 summary Conclusion/Appendix/Glossary/Student resources/Index/Acknowledgements/ Picture credits