The second edition of Fashion Entrepreneurship builds on its strong focus on the retail business planfrom helping students develop the business concept, to providing them with knowledge of basic business principles, to assisting them in writing a retail business plan. Content is reorganized to bring up front the discussion of the business plan and to incorporate e-retailing throughout the text. The text's sample business, RealWomen, Inc., illustrates the concepts involved in creating a business plan and serves as a model for completing one's own plan, sequentially, as the content of the text is read and applied. In addition, the scope of the book is expanded to include interior and exterior design, visual merchandising, retail store planning and Web site planning, the role of technology, and global markets.
Michele M. Granger, PhD, ITAA, is a full professor in the Fashion and Interior Design Department, College of Business Administration, at Missouri State University. She has authored six textbooks with expertise in the areas of fashion merchandising, internships, and entrepreneurship.
Table of Contents
How to Use the CD-ROM and Text Becoming a Fashion Retail Entrepreneur Developing a Road Map for Success Analyzing the Industry and Finding Customers Identifying the Product and the Business Concept Planning a Strategy to Open a Business Finding the Right Location for the Business Building a Business Using the Web Reaching Customers and Driving Sales Building a Team to Drive Success Planning the Merchandise Assortment Building the Financial Plan Developing Operating and Control Systems