Marketing fashion : strategy, branding and promotion / Harriet Posner.

By:

Posner, Harriet [author]

Material type: Text

TextLanguage: English Publisher: London : Laurence King Publishing, 2024Edition: Third edition.Description: 288 pages : illustrations (chiefly color) ; 26 cm.ISBN:

9781529420326

Subject(s):

LOC classification:

HD9940.A2 P67 2024

Summary: 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.

Holdings ( 1 )
Title notes ( 2 )

Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Book	TBS Barcelona	HD9940.A2 POS (Browse shelf(Opens below))	1	Available		B02955

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Previous	HD9940.A2 LOW Fashion brand management : plan, scale and market a successful fashion business	HD9940.A2 OZU Harnessing omni-channel marketing strategies for fashion and luxury brands	HD9940.A2 OZU Digital marketing strategies for fashion and luxury brands	HD9940.A2 POS Marketing fashion : strategy, branding and promotion	HD9940.A2 SIK Storytelling in luxury fashion : brands, visual cultures, and technologies	HD9940.A2 TUC Fashion wholesaling : from manufacturer to retailer	HD9940.A2 VAR Fashion management : a strategic approach	Next

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.