Fashion Marketing, 2nd Edition

by Editor: Mike Easey (Newcastle Business School,Northumbria University)

• ISBN13: 9780632051991
• ISBN10: 063205199X
• Edition: 2nd
• Format: Paperback
• Copyright: 2002-01-01
• Publisher: Wiley-Blackwell

Summary

Marketing is a firmly established element of most fashion and clothing courses. This book was written to satisfy students' requirements and has a number of special qualities that make it essential reading for anyone involved in the fashion and clothing sectors of business.Key features include:?* Discusses contemporary issues faced by fashion marketers, with up-to-date British and international examples.?* Theory and practice are well balanced with relevant examples to illustrate key concepts and principles. Concepts are made accessible and easy to apply to practical problems.?* Numerical concepts are clearly explained with worked examples.? * A distinctive overview of range planning combines sound design sense with commercial realism.? * A guide to further reading provides a firm foundation for all who wish to develop expertise in specialist areas like fashion market research, fashion advertising or fashion range planning.? * Discusses the impact of the Internet on the marketing and distribution of fashion products and services. Embraces an integrated approach to marketing communications with new elements covering personal shopping and the use of celebrity endorsements.Fashion Marketing is largely based on the working and teaching experience of a team of experts from Newcastle Business School - a part of Northumbria University.

Author Biography

Mike Easey, BA (Hons), DipM, MCIM, CertEd, is Director of Collaborative Ventures in Newcastle Business School at the University of Northumbria at Newcastle. He has worked for three multinationals in marketing research, promotion and marketing planning positions. He is an experienced Marketing Consultant and has undertaken an extensive range of consultancy work including marketing for fashion manufacturers and fashion retailers. He is also a university external examiner in fashion marketing, a QAA Specialist Subject Reviewer in Marketing and a member of the editorial board of the Journal of Fashion Marketing and Management. Mike Easey produced Chapters 1, 3, 7 and 10 and co-wrote Chapter 5 with Christine Sorensen.

Table of Contents

List of Contributors	viii
Preface	x
Acknowledgements	xii
Part A: Understanding Fashion Marketing
An Introduction to Fashion Marketing	1	(12)
Mike Easey
What is fashion?	1	(2)
What is marketing?	3	(1)
What is fashion marketing?	4	(1)
Fashion marketing in practice	4	(3)
How fashion marketing can help the fashion industry	7	(1)
What fashion marketers do: five examples	8	(1)
Ethical issues in fashion marketing	9	(1)
An overview of the fashion marketing process	10	(2)
Summary	12	(1)
Further reading	12	(1)
The Fashion Market and the Marketing Environment	13	(31)
Christine Sorensen
Introduction	13	(1)
The development of the fashion market	13	(2)
The fashion market: size and structure	15	(3)
Marketing environment	18	(1)
Micro marketing environment	19	(6)
Macro marketing environment	25	(15)
Trends in the marketing environment	40	(2)
Summary	42	(2)
Further reading	43	(1)
Part B: Understanding and Researching the Fashion Purchaser
The Fashion Consumer and Organizational Buyer	44	(27)
Mike Easey
Introduction	44	(1)
Why study the fashion buyer?	44	(5)
Fashion consumer decision making	49	(4)
Psychological processes	53	(7)
Sociological aspects of consumer behaviour	60	(9)
The organizational buyer	69	(1)
Summary	69	(2)
Further reading	70	(1)
Fashion Marketing Research	71	(26)
Patricia Gray
Introduction	71	(1)
The purpose of marketing research	71	(2)
An overview of the marketing research process	73	(1)
Problem definition and setting research objectives	74	(1)
Research design	74	(1)
Data sources	74	(2)
Practical sampling methods	76	(5)
Primary data collection methods	81	(2)
Data collection methods	83	(2)
Questionnaire design	85	(3)
Attitude measurement and rating scales	88	(2)
The role of marketing research in new product development	90	(2)
Forecasting fashion	92	(1)
The Internet as a research tool	93	(2)
Summary	95	(2)
Further reading	95	(2)
Part C: Target Marketing and Managing the Fashion Marketing Mix
Segmentation and the Marketing Mix	97	(11)
Mike Easey
Christine Sorensen
Introduction and overview	97	(1)
Mass marketing and market segmentation	97	(2)
Segmentation: rationale, bases and strategy	99	(5)
Positioning and perceptual mapping	104	(1)
The fashion marketing mix	105	(2)
Summary	107	(1)
Further reading	107	(1)
Designing and Marketing Fashion Products	108	(27)
Sheila Atkinson
Introduction	108	(1)
The importance of fashion products	108	(2)
The nature of fashion products	110	(7)
The fashion industry and new product development	117	(3)
Retail buying sequence: autumn and winter season	120	(2)
The product mix and range planning	122	(6)
Fashion and related lifecycles	128	(6)
Summary	134	(1)
Further reading	134	(1)
Pricing Garments and Fashion Services	135	(16)
Mike Easey
Introduction	135	(1)
Different views of price	135	(1)
The role of price decisions within marketing strategy	136	(1)
External factors influencing price decisions	137	(3)
Internal factors influencing price decisions	140	(1)
Main methods of setting prices	140	(6)
Pricing strategies in relation to new products	146	(1)
Pricing strategies to match the competition	147	(1)
Price changes	148	(2)
Summary	150	(1)
Further reading	150	(1)
Fashion Distribution	151	(17)
John Willans
Introduction	151	(1)
The importance of fashion retailing	151	(1)
Structural issues	152	(4)
The industry's components	156	(5)
Trends in retailing	161	(4)
The Internet	165	(1)
The 'grey market'	166	(1)
Retail marketing effectiveness	166	(1)
Summary	167	(1)
Further reading	167	(1)
Fashion Marketing Communications	168	(11)
Gaynor Lea-Greenwood
Introduction	168	(1)
The marketing communications environment	169	(1)
The traditional approach to promotion	169	(3)
Fashion advertising	172	(1)
Sales promotion	173	(1)
Public relations	173	(1)
Celebrity endorsement and sponsorship	174	(1)
Personal selling	175	(1)
International marketing communications	175	(1)
Ethics in marketing communications	176	(1)
Evaluating the effectiveness of marketing communications	176	(1)
New directions in fashion marketing communications	176	(1)
Summary	177	(2)
Further reading	177	(2)
Fashion Marketing Planning	179	(11)
Mike Easey
Introduction	179	(1)
The planning process and objectives	179	(2)
Marketing audits and SWOT analysis	181	(2)
Marketing strategy	183	(2)
The fashion marketing plan	185	(2)
Implementation and organizational issues	187	(1)
Summary	188	(2)
Further reading	189	(1)
Glossary of Fashion Marketing Terms	190	(4)
Index	194