Fashion marketing

Abstract

Marketing is now a firmly established element of most fashionand clothing courses. Fashion Marketing is written to meetstudents’ requirements and has many features making itessential reading for anyone involved in the fashion and clothingbusiness: 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 practicalblend of sound design sense and commercial realism, a balance of theory and practice, with examples toillustrate key concepts, clear worked numerical examples to ensure that the ideasare easily understood and retained, over 50 diagrams, a glossary of the main fashion marketing terms and aguide to further reading, a systematic approach to fashion marketing, not hyperboleor speculation. The new edition has been updated throughout with new material ondifferent promotional media, visual marketing and internationalmarketing research; and new coverage of internal marketing, supplychain management, international marketing communications as well asthe role of the internet.