Marketing fashion : strategy, branding and promotion
Posner, Harriet
Marketing fashion : strategy, branding and promotion / Harriet Posner. - Third edition. - 288 pages : illustrations (chiefly color) ; 26 cm.
Previous edition 2015.
Includes bibliographical references and index.
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.
9781529420326
Fashion merchandising
Clothing trade
Branding (Marketing)
Advertising--Fashion
HD9940.A2 / P67 2024
Marketing fashion : strategy, branding and promotion / Harriet Posner. - Third edition. - 288 pages : illustrations (chiefly color) ; 26 cm.
Previous edition 2015.
Includes bibliographical references and index.
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.
9781529420326
Fashion merchandising
Clothing trade
Branding (Marketing)
Advertising--Fashion
HD9940.A2 / P67 2024
