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Full Description
In The Fundamentals of Fashion Management, Susan Dillon takes an in-depth look at the varied and competitive fashion trade.Giving readers a behind-the-scenes insight into the roles and processes of the industry, this title combines creative and business approaches for those who want to gain an understanding of what it means to work in the fashion sector.Clearly organized chapters explore fashion forecasting, merchandising and communication, as well as the events incorporated in the fashion calendar. Overall, the book forms an informative and beautifully illustrated introduction to the subject.
Contents
Introduction. The business of fashioncentury; Technology; The influential designers; Exercise; Interview-Gary Harvey. Fashion trend prediction: The fashion forecasting industry; The forecasting process; Trend prediction as a tool; Presenting trend information; Fashion forecasting agencies; Exercise; Interview-Fiona Jenvey. Fashion transition: Fashion buying; Merchandising; Retail formats; The retail calender; Importing fashion goods; Exercise; Interview-Katy Steel. Fashion communication: What is fashion communication?; The fashion consumer; Branding; Fashion marketing; Fashion promotion; Visual merchandising; Fashion advertising; Exercise; Interview-Michaela Ireson. The fashion machine: The fashion calender; The fashion press; Fashion editorial; Trade shows and events; Exercise; Interview-Paul Harness. Bridging the gap between fashion and business: Becoming a fashion entrepreneur; Setting up a fashion business; Creative business planning; Branding basics; Innovative marketing and promotion; Design and copyright; Exercise; Interview-Aine Cassidy. Conclusion. Glossary of terms. Bibliography. Picture credits. Index. Acknowledgements. Working with ethics.
