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 of setting prices | |
Pricing strategies in relation to new products | |
Pricing strategies to match the competition | |
Price changes | |
Summary | |
Further reading | |
Fashion Distribution | |
Introduction | |
The importance of fashion retailing | |
Structural issues | |
The industry's components | |
Trends in retailing | |
The Internet | |
The 'grey market' | |
Retail marketing effectiveness | |
Summary | |
Further reading | |
Fashion Marketing Communications | |
Introduction | |
The marketing communications environment | |
The traditional approach to promotion | |
Fashion advertising | |
Sales promotion | |
Public relations | |
Celebrity endorsement and sponsorship | |
Personal selling | |
Visual Merchandising to Visual Marketing | |
International marketing communications | |
Ethics in marketing communications | |
Evaluating the effectiveness of marketing communications | |
New directions in fashion marketing communications | |
Summary | |
Further reading | |
Fashion Marketing Planning | |
Introduction | |
The planning process and objectives | |
Marketing audits and SWOT analysis | |
Marketing strategy | |
The fashion marketing plan | |
Implementation and organizational issues | |
Summary | |
Further reading | |
Glossary of Fashion Marketing Terms | |
Index | |
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