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Full Description
Marketing and fashion branding inform many of the strategic and creative decisions involved in fashion design and product development. Marketing is a vital component of the industry supply chain and an understanding of its importance and role is essential for those planning a career in fashion. Marketing Fashion is a practical guide to the fundamental principles of marketing and branding, from catwalk to price calculation, developing brand identity to creating a customer profile. The book explains key theoretical concepts, and illustrates how they are applied within the global fashion and retail industry, from the heights of haute couture to the multiples of the mass market. Using examples and case studies drawn from a broad range of fashion, textile and retail businesses, students are led through the marketing process from initial consumer and market research to the creation of exciting marketing and branding campaigns. The book is designed to appeal to students at degree or foundation level as well as those contemplating a career within the fashion industry.
Contents
Introduction What is in this book? 6 How the book is structured 7 Who is this book for? 8 1. Structure of the Fashion Market Fashion market sectors 10 Fashion market levels 13 Fashion cities and trade fairs 19 2. The Marketing Toolkit What is marketing? 26 Marketing definitions 26 The marketing mix 34 The marketing mix today 44 Marketing strategy 50 3. Research and Planning Marketing research 62 Market research 74 Planning and strategy 97 4. Understanding the Customer Customer segmentation 105 Creating a customer profile 123 5. Introduction to Branding Defining a brand 128 The purpose of branding 134 Developing and managing brand identity 139 Brand strategy and management 151 6. Fashion Promotion The promotional mix 158 Fashion advertising 161 Sales promotion 173 Fashion PR and publicity 186 7. Careers in Fashion Marketing Professional skills 193 Career choices 195 Applying for a job 205 Further reading 212 / Reference notes 213 / Trade magazines 214 / Useful addresses 214 / Additional resources 215 / Glossary 218 / Index 221 / Picture credits 224 / Acknowledgements 224
