Marketing Fashion

by Harriet Posner

Marketing and fashion branding inform many of the strategic and creative decisions involved in fashion design and product development. Marketing is a vital component of the industry supply chain and an understanding of its importance and role is essential for those planning a career in fashion.

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

Using examples and case studies drawn from a broad range of fashion, textile and retail businesses, students are led through the marketing process from initial consumer and market research to the creation of exciting marketing and branding campaigns. The book is designed to appeal to students at degree or foundation level as well as those contemplating a career within the fashion industry.

Genres: Fashion

225 pages, Kindle Edition

First published April 4, 2011

Reviews

[Domi · Rating 2 out of 5]

as exciting as any marketing book can be

[Shahid · Rating 4 out of 5]

I have a graduate degree in Marketing but i read it even though i saw table to contents and thought that i would be rereading the stuff that i already know. It not only refreshed my learning but i am able to know more about Fashion Marketing. A good read but certainly not a course book !

[Sakib · Rating 4 out of 5]

good book.

[Jana · Rating 4 out of 5]

In preparation for my Fashion Communication and Promotion course next year at uni. Pretty good and definitely interesting. :)