**__‘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.
**__See www.blackwellpublishing.com/easey for supporting pack for tutors, including PowerPoint slides for each chapter plus ideas and exercises for seminars.__**

lgli/Z:\Bibliotik_\17\F\Fashion Marketing - Mike Easey -reup.pdf

lgrsnf/Z:\Bibliotik_\17\F\Fashion Marketing - Mike Easey -reup.pdf

nexusstc/Fashion marketing/499122abfc2a79de23aa775edab65a1f.pdf

zlib/Arts/Graphic Arts/Easey, Mike/Fashion marketing_5691293.pdf

Fantastic When Being Good is Not Enough

edited by Mike Easey

Mike (ed) Easey

Blackwell Publishing Ltd

Wiley Desktop Editions, 3rd ed, Oxford ; Ames, Iowa, 2009

United Kingdom and Ireland, United Kingdom

3rd ed., Ames, Iowa, Iowa, 2009

New York, New York State, 2009

3. edition, Chichester, 2009

No Longer used, 3, 2009

3, 2009-03-16

3, PS, 2008

lg2615812

producers:
iTextSharp 5.0.0 (c) 1T3XT BVBA

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Includes bibliographical references and index.

<p>'Clothing that is not purchased or worn is not fashion' (to paraphrase Armani)<br></p><p>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?<br></p><p>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:<br></p><p>· deals with contemporary issues in fashion marketing<br></p><p>· up-to-date examples of global good practice<br></p><p>· exclusively about fashion marketing<br></p><p>· a unique contribution on range planning with a practical blend of sound design sense and commercial realism<br></p><p>· a balance of theory and practice, with examples to illustrate key concepts<br></p><p>· clear worked numerical examples to ensure that the ideas are easily understood and retained<br></p><p>· over 50 diagrams<br></p><p>· a glossary of the main fashion marketing terms and a guide to further reading<br></p><p>· a systematic approach to fashion marketing, not hyperbole or speculation.<br></p><p>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.<br></p><p>See www.blackwellpublishing.com/easey for supporting pack for tutors, including PowerPoint slides for each chapter plus ideas and exercises for seminars.<br></p>

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 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
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.
See (http://www.blackwellpublishing.com/easey) www.blackwellpublishing.com/easey for supporting pack for tutors, including PowerPoint slides for each chapter plus ideas and exercises for seminars.

'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.
See www.blackwellpublishing.com/easey for supporting pack for tutors, including PowerPoint slides for each chapter plus ideas and exercises for seminars.

'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. It deals with contemporary issues in fashion marketing. The book offers 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; and, 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

"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 ... This 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"--Back cover

2.3 The fashion market: size and structure2.4 Marketing environment; 2.5 Micro-marketing environment; 2.6 Macro-marketing environment; 2.7 Trends in the marketing environment; 2.8 Summary; Further reading; Part B: Understanding and Researching the Fashion Purchaser; 3 The Fashion Consumer and Organizational Buyer; 3.1 Introduction; 3.2 Why study the fashion buyer?; 3.3 Fashion consumer decision-making; 3.4 Psychological processes; 3.5 Sociological aspects of consumer behaviour; 3.6 The organizational buyer; 3.7 Summary; Further reading; 4 Fashion Marketing Research; 4.1 Introduction

6.6 The product mix and range planning6.7 Fashion and related life cycles; 6.8 Summary; Further reading; 7 Pricing Garments and Fashion Services; 7.1 Introduction; 7.2 Different views of price; 7.3 The role of price decisions within marketing strategy; 7.4 External factors influencing price decisions; 7.5 Internal factors influencing price decisions; 7.6 Main methods of setting prices; 7.7 Pricing strategies in relation to new products; 7.8 Pricing strategies to match the competition; 7.9 Price changes; 7.10 Summary; Further reading; 8 Fashion Distribution; 8.1 Introduction

Part C: Target Marketing and Managing the Fashion Marketing Mix5 Segmentation and the Marketing Mix; 5.1 Introduction and overview; 5.2 Mass marketing and market segmentation; 5.3 Segmentation: rationale, bases and strategy; 5.4 Positioning and perceptual mapping; 5.5 The fashion marketing mix; 5.6 Summary; Further reading; 6 Designing and Marketing Fashion Products; 6.1 Introduction; 6.2 The importance of fashion products; 6.3 The nature of fashion products; 6.4 The fashion industry and new product development; 6.5 Retail buying sequence: autumn and winter season

4.2 The purpose of marketing research4.3 An overview of the marketing research process; 4.4 Problem definition and setting research objectives; 4.5 Research design; 4.6 Data sources; 4.7 Practical sampling methods; 4.8 Primary data collection methods; 4.9 Data collection methods; 4.10 Questionnaire design; 4.11 Attitude measurement and rating scales; 4.12 The role of marketing research in new product development; 4.13 Forecasting fashion; 4.14 The Internet as a research tool; 4.15 International marketing research; 4.16 Summary; Further reading

10 Fashion Marketing PlanningGlossary of Fashion Marketing Terms
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Index
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8.2 The importance of fashion retailing

2020-07-26