Summary

'Clothing that is not purchased or worn is not fashion' (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 students' requirements and has many features making it essential reading for anyone involved in the fashion and clothing business: * deals with contemporary issues in fashion marketing * up-to-date examples of global good practice * exclusively about fashion marketing * a unique contribution on range planning with a practical blend of sound design sense and commercial realism * a balance of theory and practice, with examples to illustrate key concepts * clear worked numerical examples to ensure that the ideas are easily understood and retained * over 50 diagrams * a glossary of the main fashion marketing terms and a guide to further reading * 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.

Author Biography

Mike Easey is Director of Collaborative Ventures in Newcastle Business School at the University of Northumbria. He has worked for three multinationals in marketing research, promotion and marketing planning positions. An experienced marketing consultant, he 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.

List of Contributors
Preface
Acknowledgements
Understanding Fashion Marketing
An Introduction to Fashion Marketing
What is fashion?
What is marketing?
What is fashion marketing?
Fashion marketing in practice
How fashion marketing can help the fashion industry
What fashion marketers do: five examples
Ethical issues in fashion marketing
An overview of the fashion marketing process
Summary
Further reading
The Fashion Market and the Marketing Environment
Introduction
The development of the fashion market
The fashion market: size and structure
Marketing environment
Micro marketing environment
Macro marketing environment
Trends in the marketing environment
Summary
Further reading
Understanding and Researching the Fashion Purchaser
The Fashion Consumer and Organizational Buyer
Introduction
Why study the fashion buyer?
Fashion consumer decision making
Psychological processes
Sociological aspects of consumer behaviour
The organizational buyer
Summary
Further reading
Fashion Marketing Research
Introduction
The purpose of marketing research
An overview of the marketing research process
Problem definition and setting research objectives
Research design
Data sources
Practical sampling methods
Primary data collection methods
Data collection methods
Questionnaire design
Attitude measurement and rating scales
The role of marketing research in new product development
Forecasting fashion
The Internet as a research tool
International Marketing Research
Summary
Further reading
Target Marketing and Managing the Fashion Marketing Mix
Segmentation and the Marketing Mix
Introduction and overview
Mass marketing and market segmentation
Segmentation: rationale, bases and strategy
Positioning and perceptual mapping
The fashion marketing mix
Summary
Further reading
Designing and Marketing Fashion Products
Introduction
The importance of fashion products
The nature of fashion products
The fashion industry and new product development
Retail buying sequence: autumn and winter season
The product mix and range planning
Fashion and related lifecycles
Summary
Further reading
Pricing Garments and Fashion Services
Introduction
Different views of price
The role of price decisions within marketing strategy
External factors influencing price decisions
Internal factors influencing price decisions
Main methods o
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Fashion Marketing

9781405139533

1405139536

Supplemental Materials

Summary

Author Biography

Table of Contents

Supplemental Materials

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