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Full Description
This new book is designed to provide a practical and comprehensive guide to fashion entrepreneurship, empowering readers to transform their creative ideas into a viable fashion business.
Providing a comprehensive overview of both the commercial and creative aspects to building a fashion business, this textbook also incorporates perspectives on the major sustainability and ethical issues that are salient in the fashion industry today. Chapters cover a wide range of topics including customer discovery and validation, the Lean Startup approach and minimum viable products, research strategies, market and trend analysis, sustainable sourcing and ethical supply chains, branding and marketing, e-commerce, legal and financial considerations, leadership and organisational culture, performance measurement, and strategies for global expansion. Each chapter includes pedagogical features such as learning objectives, summaries, discussion questions, and suggested further reading lists, which help to reinforce these key concepts. Case studies, learning activities, and real-world examples are also featured throughout the book, allowing students and practitioners to apply these concepts to their own businesses.
This textbook provides key reading for undergraduate and postgraduate students studying fashion entrepreneurship, fashion business, fashion management studies, and related disciplines. It is also suitable for aspiring fashion entrepreneurs and professionals within the fashion industry seeking to learn about new business models, sustainability, and innovation in the fashion and textile industry.
Online resources for this textbook include slide decks, instructor manuals and a test bank for each chapter, as well as course guides for the entire book.
Contents
Part 1: The Entrepreneurial Foundation & The Big Idea 1. Introduction to Fashion Entrepreneurship 2. Customer Discovery and Validation Part 2: Understanding the Fashion Landscape 3. Research Strategies for Fashion Ventures 4. Analysing the External Environment 5. Fashion Forecasting and Analytics Part 3: Product, Sourcing & Sustainable Operations 6. Building a Sustainable Product: Materials, Sourcing and Manufacturing 7. Ethics, Sustainability: An Intertwined Fashion Systems Approach 8. Building Sustainable Competitive Advantage: Internal Analysis Part 4: Branding, Marketing & The Business Plan 9. Building a Fashion Brand 10. Entrepreneurial Marketing: The Interplay Between Fashion Entrepreneurship and Marketing 11. E-commerce for Fashion 12. Developing Your Fashion Business Plan Part 5: Launching, Leading & Scaling the Venture 13. Legal Issues and Intellectual Property 14. Financing and Raising Capital for Entrepreneurial Fashion Ventures 15. Leadership, Human Resource Practices, and Organisational Culture 16. Measuring Performance for Entrepreneurial Fashion Ventures 17. Going Global
