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9781529420326

Marketing Fashion Third Edition Strategy, Branding and Promotion

by
  • ISBN13:

    9781529420326

  • ISBN10:

    1529420326

  • Format: Paperback
  • Copyright: 2024-08-06
  • Publisher: Laurence King Publishing
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Supplemental Materials

What is included with this book?

Summary

Marketing Fashion is a practical guide to the fundamental principles of marketing, branding and promotion, from creating a customer profile to developing a brand identity. The book explains key concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market.

For this third edition, examples drawn from a broad range of fashion, textile and retail have been updated to include more on social media and digital and emerging technologies, such as fashion in the metaverse. The updated text increases the focus on sustainability issues, while also tracing recent disruptions to traditional marketing frameworks such as degrowth. There are also more examples of global fashion weeks and brand collaborations. The book will appeal to students at degree or foundation level as well as those contemplating a career in the fashion industry.

Chapters:
Marketing Theory
The Fashion Market
Research & Planning
Understanding the Customer
Branding
Promotion

Author Biography

Harriet Posner was Course Leader for Fashion Communication and Promotion at Norwich University of the Arts. She is now Course Director of the BA Fashion Communication course at Condé Nast College of Fashion and Design, London.

Supplemental Materials

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

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