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Full Description
First published in 1973, Fashion Marketing is intended for all whose work is linked to the vagaries of fashion or who are simply fascinated by the subject. Although much of the evidence and material collected here is related to textiles and clothing in particular, businessmen are becoming increasingly aware that fashion now extends its influence beyond its traditional fields. The fickleness of fashion has previously discouraged detailed analysis of trends, and such significant contributions to the literature as have been made often occur in the most unlikely places. It was this inaccessibility which led to the preparation of the present volume, which developed out of the considerable research activity into textile markets by the editors, first at the University of Bradford, and more recently at the Cranfield School of Management to which their research work was transferred in 1972. This book will be of interest to students of business, economics, marketing and fashion.
Contents
Introduction 1. The Styling and Transmission of Fashions Historically Considered 2. The Evils of 'Fashion' 3. Three Centuries of Women's Dress Fashions 4. Recurring Cycles of Fashion 5. The Fate of Fashion Cycles in our Modern Society 6. Fashion, Sumptuary Laws and Business 7. The Limits of Fashion Control 8. Consumer Fashion 9. Fashion 10. Character and Direction of Fashion Movements 11. A Note on the Trickle Effect 12. A Rebuttal to the 'Trickle Down' Theory 13. The Forces of Fashion 14. Fashion Leaders 15. The Diffusion of Fashion 16. The Dynamics of Innovation 17. 'Le Bleu est a la Mode Cette Annee' 18. Fashion 19. What Makes Fashion? 20. Fashion in Women's Clothes and the American Social System 21. Cars and Clothing 22. Taste and Fashion since the French Revolution 23. The Natural History of Fads 24. Themes in Cosmetics and Grooming 25. Fashion in Christian Names 26. The Seamless Stocking Saga 27. Fashion Theory and Product Design 28. How Predictable are Fashion and other Product Life Cycles? 29. The Identity of Women's Clothing Fashion Opinion Leaders 30. Colour Trends and Consumer Preference 31. Product Strategy and Management in British Textile Industries
