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Fashion marketing

Contributor(s): Material type: TextTextLanguage: English Publication details: Wiley, 2009Edition: 3ª edDescription: xvi + 260 p. ; 24 cmISBN:
  • 9781405139533
Subject(s): Online resources:
Contents:
Contents List of Contributors 000-- Preface 000-- Acknowledgements 000-- Part A: Understanding Fashion Marketing-- 1 An Introduction to Fashion Marketing 000-- Mike Easey-- 1.1 What is fashion? 000-- 1.2 What is marketing? 000-- 1.3 What is fashion marketing? 000-- 1.4 Fashion marketing in practice 000-- 1.5 How fashion marketing can help the fashion industry 000-- 1.6 What fashion marketers do: five examples 000-- 1.7 Ethical issues in fashion marketing 000-- 1.8 An overview of the fashion marketing process 000-- 1.9 Summary 000-- Further reading 000-- 2 The Fashion Market and the Marketing Environment 000-- Christine Sorensen-- 2.1 Introduction 000-- 2.2 The development of the fashion market 000-- 2.3 The fashion market: size and structure 000-- 2.4 Marketing environment 000-- 2.5 Micro marketing environment 000-- 2.6 Macro marketing environment 000-- 2.7 Trends in the marketing environment 000-- 2.8 Summary 000-- Further reading 000-- Part B: Understanding and Researching the Fashion Purchaser-- 3 The Fashion Consumer and Organizational Buyer 000-- Mike Easey-- 3.1 Introduction 000-- 3.2 Why study the fashion buyer? 000-- 3.3 Fashion consumer decision making 000-- 3.4 Psychological processes 000-- 3.5 Sociological aspects of consumer behaviour 000-- 3.6 The organizational buyer 000-- 3.7 Summary 000-- Further reading 000-- 4 Fashion Marketing Research 000-- Patricia Gray-- 4.1 Introduction 000-- 4.2 The purpose of marketing research 000-- 4.3 An overview of the marketing research process 000-- 4.4 Problem definition and setting research objectives 000-- 4.5 Research design 000-- 4.6 Data sources 000-- 4.7 Practical sampling methods 000-- 4.8 Primary data collection methods 000-- 4.9 Data collection methods 000-- 4.10 Questionnaire design 000-- 4.11 Attitude measurement and rating scales 000-- 4.12 The role of marketing research in new product development 000-- 4.13 Forecasting fashion 000-- 4.14 The Internet as a research tool 000-- 4.15 International Marketing Research-- 4.16 Summary 000-- Further reading 000-- Part C: Target Marketing and Managing the Fashion Marketing Mix-- 5 Segmentation and the Marketing Mix 000-- Mike Easey and Christine Sorensen-- 5.1 Introduction and overview 000-- 5.2 Mass marketing and market segmentation 000-- 5.3 Segmentation: rationale, bases and strategy 000-- 5.4 Positioning and perceptual mapping 000-- 5.5 The fashion marketing mix 000-- 5.6 Summary 000-- Further reading 000-- 6 Designing and Marketing Fashion Products 000-- Sheila Atkinson and Mike Easey-- 6.1 Introduction 000-- 6.2 The importance of fashion products 000-- 6.3 The nature of fashion products 000-- 6.4 The fashion industry and new product development 000-- 6.5 Retail buying sequence: autumn and winter season 000-- 6.6 The product mix and range planning 000-- 6.7 Fashion and related lifecycles 000-- 6.8 Summary 000-- Further reading 000-- 7 Pricing Garments and Fashion Services 000-- Mike Easey-- 7.1 Introduction 000-- 7.2 Different views of price 000-- 7.3 The role of price decisions within marketing strategy 000-- 7.4 External factors influencing price decisions 000-- 7.5 Internal factors influencing price decisions 000-- 7.6 Main methods of setting prices 000-- 7.7 Pricing strategies in relation to new products 000-- 7.8 Pricing strategies to match the competition 000-- 7.9 Price changes 000-- 7.10 Summary 000-- Further reading 000-- 8 Fashion Distribution 000-- John Willans-- 8.1 Introduction 000-- 8.2 The importance of fashion retailing 000-- 8.3 Structural issues 000-- 8.4 The industry¿s components 000-- 8.5 Trends in retailing 000-- 8.6 The Internet 000-- 8.7 The ¿grey market¿ 000-- 8.8 Retail marketing effectiveness 000-- 8.9 Summary 000-- Further reading 000-- 9 Fashion Marketing Communications 000-- Gaynor Lea-Greenwood-- 9.1 Introduction 000-- 9.2 The marketing communications environment 000-- 9.3 The traditional approach to promotion 000-- 9.4 Fashion advertising 000-- 9.5 Sales promotion 000-- 9.6 Public relations 000-- 9.7 Celebrity endorsement and sponsorship 000-- 9.8 Personal selling 000-- 9.9 Visual Merchandising to Visual Marketing-- 9.10 International marketing communications 000-- 9.11 Ethics in marketing communications 000-- 9.12 Evaluating the effectiveness of marketing communications 000-- 9.13 New directions in fashion marketing communications 000-- 9.14 Summary 000-- Further reading 000-- 10 Fashion Marketing Planning 000-- Mike Easey-- 10.1 Introduction 000-- 10.2 The planning process and objectives 000-- 10.3 Marketing audits and SWOT analysis 000-- 10.4 Marketing strategy 000-- 10.5 The fashion marketing plan 000-- 10.6 Implementation and organizational issues 000-- 10.7 Summary 000-- Further reading 000-- Glossary of Fashion Marketing Terms 000-- Index 000-- --
Summary: '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.
Holdings
Item type Current library Call number Status Notes Date due Barcode
Book TBS Barcelona Libre acceso HD9940 EAS (Browse shelf(Opens below)) Available B01975
Book TBS Barcelona Libre acceso HD9940 EAS (Browse shelf(Opens below)) Available RESERVE B01451

Contents List of Contributors 000-- Preface 000-- Acknowledgements 000-- Part A: Understanding Fashion Marketing-- 1 An Introduction to Fashion Marketing 000-- Mike Easey-- 1.1 What is fashion? 000-- 1.2 What is marketing? 000-- 1.3 What is fashion marketing? 000-- 1.4 Fashion marketing in practice 000-- 1.5 How fashion marketing can help the fashion industry 000-- 1.6 What fashion marketers do: five examples 000-- 1.7 Ethical issues in fashion marketing 000-- 1.8 An overview of the fashion marketing process 000-- 1.9 Summary 000-- Further reading 000-- 2 The Fashion Market and the Marketing Environment 000-- Christine Sorensen-- 2.1 Introduction 000-- 2.2 The development of the fashion market 000-- 2.3 The fashion market: size and structure 000-- 2.4 Marketing environment 000-- 2.5 Micro marketing environment 000-- 2.6 Macro marketing environment 000-- 2.7 Trends in the marketing environment 000-- 2.8 Summary 000-- Further reading 000-- Part B: Understanding and Researching the Fashion Purchaser-- 3 The Fashion Consumer and Organizational Buyer 000-- Mike Easey-- 3.1 Introduction 000-- 3.2 Why study the fashion buyer? 000-- 3.3 Fashion consumer decision making 000-- 3.4 Psychological processes 000-- 3.5 Sociological aspects of consumer behaviour 000-- 3.6 The organizational buyer 000-- 3.7 Summary 000-- Further reading 000-- 4 Fashion Marketing Research 000-- Patricia Gray-- 4.1 Introduction 000-- 4.2 The purpose of marketing research 000-- 4.3 An overview of the marketing research process 000-- 4.4 Problem definition and setting research objectives 000-- 4.5 Research design 000-- 4.6 Data sources 000-- 4.7 Practical sampling methods 000-- 4.8 Primary data collection methods 000-- 4.9 Data collection methods 000-- 4.10 Questionnaire design 000-- 4.11 Attitude measurement and rating scales 000-- 4.12 The role of marketing research in new product development 000-- 4.13 Forecasting fashion 000-- 4.14 The Internet as a research tool 000-- 4.15 International Marketing Research-- 4.16 Summary 000-- Further reading 000-- Part C: Target Marketing and Managing the Fashion Marketing Mix-- 5 Segmentation and the Marketing Mix 000-- Mike Easey and Christine Sorensen-- 5.1 Introduction and overview 000-- 5.2 Mass marketing and market segmentation 000-- 5.3 Segmentation: rationale, bases and strategy 000-- 5.4 Positioning and perceptual mapping 000-- 5.5 The fashion marketing mix 000-- 5.6 Summary 000-- Further reading 000-- 6 Designing and Marketing Fashion Products 000-- Sheila Atkinson and Mike Easey-- 6.1 Introduction 000-- 6.2 The importance of fashion products 000-- 6.3 The nature of fashion products 000-- 6.4 The fashion industry and new product development 000-- 6.5 Retail buying sequence: autumn and winter season 000-- 6.6 The product mix and range planning 000-- 6.7 Fashion and related lifecycles 000-- 6.8 Summary 000-- Further reading 000-- 7 Pricing Garments and Fashion Services 000-- Mike Easey-- 7.1 Introduction 000-- 7.2 Different views of price 000-- 7.3 The role of price decisions within marketing strategy 000-- 7.4 External factors influencing price decisions 000-- 7.5 Internal factors influencing price decisions 000-- 7.6 Main methods of setting prices 000-- 7.7 Pricing strategies in relation to new products 000-- 7.8 Pricing strategies to match the competition 000-- 7.9 Price changes 000-- 7.10 Summary 000-- Further reading 000-- 8 Fashion Distribution 000-- John Willans-- 8.1 Introduction 000-- 8.2 The importance of fashion retailing 000-- 8.3 Structural issues 000-- 8.4 The industry¿s components 000-- 8.5 Trends in retailing 000-- 8.6 The Internet 000-- 8.7 The ¿grey market¿ 000-- 8.8 Retail marketing effectiveness 000-- 8.9 Summary 000-- Further reading 000-- 9 Fashion Marketing Communications 000-- Gaynor Lea-Greenwood-- 9.1 Introduction 000-- 9.2 The marketing communications environment 000-- 9.3 The traditional approach to promotion 000-- 9.4 Fashion advertising 000-- 9.5 Sales promotion 000-- 9.6 Public relations 000-- 9.7 Celebrity endorsement and sponsorship 000-- 9.8 Personal selling 000-- 9.9 Visual Merchandising to Visual Marketing-- 9.10 International marketing communications 000-- 9.11 Ethics in marketing communications 000-- 9.12 Evaluating the effectiveness of marketing communications 000-- 9.13 New directions in fashion marketing communications 000-- 9.14 Summary 000-- Further reading 000-- 10 Fashion Marketing Planning 000-- Mike Easey-- 10.1 Introduction 000-- 10.2 The planning process and objectives 000-- 10.3 Marketing audits and SWOT analysis 000-- 10.4 Marketing strategy 000-- 10.5 The fashion marketing plan 000-- 10.6 Implementation and organizational issues 000-- 10.7 Summary 000-- Further reading 000-- Glossary of Fashion Marketing Terms 000-- Index 000-- --

'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.

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