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Full Description
Guide to Fashion Entrepreneurship delves into a comprehensive, step-by-step entrepreneurial action plan that investigates how fashion product concepts are created, branded, sourced, marketed, channeled, and merchandised. Each chapter delivers the essential tools to successfully identify market opportunities, execute product differentiation, and market a new brand or brand extension in a multichannel retail environment to achieve a profitable business. Fashion students and aspiring fashion professionals will gain critical business and creative knowledge to move a product from concept to consumer--and learn how to launch a brand or fashion business.
Contents
PrefacePart 1: The PlanChapter 1: Entrepreneur EndeavorsChapter 2: A Moving TargetChapter 3: Brand PersonificationPart 2: The ProductChapter 4: Inspiration and IngenuityChapter 5: Strategic SourcingChapter 6: Pricing the ProductChapter 7: Commerce ChecklistPart 3: The PartnerChapter 8: Direct Sales DistributionChapter 9: Indirect Sales DistributionChapter 10: The Buyer's MindChapter 11: Web PresencePart 4. The ProcessChapter 12: MarketingChapter 13: Getting StartedChapter 14: Trade ToolsChapter 15: The Expansion and the ExitBibliographyIndex
