Fashion Marketing

Fashion Marketing PDF
Author: Mike Easey
Publisher: John Wiley & Sons
ISBN: 9781444309560
Size: 60.50 MB
Format: PDF, Docs
Category : Business & Economics
Languages : en
Pages : 280
View: 3439

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‘Clothing that is not purchased or worn is not fashion’ (to paraphrase Armani) Knowledge of marketing is essential to help ensure success and reduce the risk of failure in fashion. For the designer starting up in business, this book offers a guide to the major decisions that will enable you to fulfil your creative potential and be a financial success: What are the major trends we should be monitoring?; How should we set our prices?; What is the most effective way to get our message across about the new product range?; Which colour-wash will be the most popular with buyers? Marketing is now a firmly established element of most fashion and clothing courses. Fashion Marketing is written to meet students’ requirements and has many features making it essential reading for anyone involved in the fashion and clothing business: · deals with contemporary issues in fashion marketing · up-to-date examples of global good practice · exclusively about fashion marketing · a unique contribution on range planning with a practical blend of sound design sense and commercial realism · a balance of theory and practice, with examples to illustrate key concepts · clear worked numerical examples to ensure that the ideas are easily understood and retained · over 50 diagrams · a glossary of the main fashion marketing terms and a guide to further reading · a systematic approach to fashion marketing, not hyperbole or speculation. The new edition has been updated throughout with new material on different promotional media, visual marketing and international marketing research; and new coverage of internal marketing, supply chain management, international marketing communications as well as the role of the internet. See www.blackwellpublishing.com/easey for supporting pack for tutors, including PowerPoint slides for each chapter plus ideas and exercises for seminars.

Marketing Fashion Second Edition

Marketing Fashion  Second edition PDF
Author: Harriet Posner
Publisher: Laurence King Publishing
ISBN: 9781780675664
Size: 59.82 MB
Format: PDF
Category : Design
Languages : un
Pages : 240
View: 1798

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Marketing and branding inform many of the strategic and creative decisions involved in fashion design and product development. Marketing is a vital component of the industry and an understanding of its importance and role is essential for those planning a career in fashion. Marketing Fashion, Second Edition is a practical guide to the fundamental principles of marketing and branding, from 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 haute couture to the mass market. All tools in the modern marketer's kit are discussed, from attending fashion fairs to viral marketing and online strategies. 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.

Marketing Fashion

Marketing Fashion PDF
Author: Harriet Posner
Publisher: Hachette UK
ISBN: 178067533X
Size: 71.96 MB
Format: PDF, ePub, Docs
Category : Business & Economics
Languages : en
Pages : 416
View: 302

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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.

Digital Fashion Marketing

Digital Fashion Marketing PDF
Author: Niklas Mahrdt
Publisher: BoD – Books on Demand
ISBN: 3739214120
Size: 54.88 MB
Format: PDF, ePub, Docs
Category : Business & Economics
Languages : un
Pages : 48
View: 327

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Die Fachdokumentation, bestehend aus 20 Fallstudien zum digitalen und mobilen Modemarketing. Analysiert wurden 20 richtungsweisende Kampagnen, die digitale und mobile Kontexte beim Mode-Kauf schaffen. Soziale Netzwerke spielen bei nahezu allen Kampagnen eine zentrale Rolle. Das Buch wirft einen 360°-Blick auf die aktuelle Welt der digitalen Kommunikation im Bereich des Modemarketings. 20 Fallbeispiele zeigen, wie Händler und Hersteller versuchen, kontextbezogene Mode-Erlebnisse für die digital und sozial vernetzte Modekundschaft umzusetzen. Das Ziel bei vielen der untersuchten Kampagnen besteht in der Generierung von Customer Engagement. Die Kampagnen beinhalten ein vielfältiges Potpourri aus Kommunikationsinstrumenten in ausgeklügelten Kombinationen: die Auswahl beinhaltet unter anderem Modekommunikation mit redaktionellen Content-Aktivitäten bei Facebook, Instagram, YouTube, Twitter und Pinterest. Weiterhin werden Modekampagnen analysiert, die Technologien und Dienstleistungen des digitalen Point-of-Sales in Interaktion mit Smartphone-Modekunden in den Vordergrund stellen und zum Beispiel mit Beacon-Technologien arbeiten. Einen weiteren Fokus bilden Augmented-Reality-Angebote, die das Vor-Ort-Sortiment von Modeboutiquen um das breitere und tiefere virtuelle Sortiment erweitern. Curated Shopping, Fashion Hauls, Blogs & Vlogs sowie taktische Online-PR bilden weitere Ansätze, die aufzeigen sollen, wie Modekommunikation bis 2020 funktionieren kann. Relevante Botschaften zu erzeugen, die unterschiedlichen Modeprodukten, Zielgruppen und Endgeräten gerecht werden, ist kein leichtes Unterfangen – weder finanziell noch content-seitig. Die Fallstudien sind daher im Rahmen eines iterativen Prozesses zu betrachten. Die Fashion-Unternehmen versuchen – teilweise im Rahmen von „Trial & Error“- den Kunden zu „Customer Engagement“ zu bewegen. Die Ergebnisse sind im Hinblick auf Lern- und Erfahrungskurven wertvoll. Das Media Economics Institut wird künftig eine Reihe der Case Studies auf seinem Blog unter cross-science.de behandeln. Dort werden in regelmäßigen Abständen weitere Case Studies und Beiträge zur entstehenden Cross-Channel-Modewelt veröffentlicht. Die digitale Kommunikation der Modebranche ist im Wandel begriffen. Relevanz von Inhalten geht nicht automatisch einher mit größeren Budgets. Kreativität und ein tiefgreifendes Verständnis der technischen Leistungsmöglichkeiten und Eigenheiten der unterschiedlichen Kanäle sind notwendig.

Marketing Fashion Footwear

Marketing Fashion Footwear PDF
Author: Tamsin McLaren
Publisher: Bloomsbury Publishing
ISBN: 1472579321
Size: 20.92 MB
Format: PDF, Kindle
Category : Business & Economics
Languages : en
Pages : 208
View: 4199

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Marketing Fashion Footwear addresses the strategic issues surrounding the marketing and distribution of footwear, including brand identity, consumer behavior, production and manufacturing, and the impact of globalization and regional trends. Detailed case studies explore the evolving retail and e-tail landscape while industry perspective interviews focus on the issues faced by designers, brands and retailers. You'll also learn the critical success factors for brand longevity, the scope of marketing communications, and the channels used to reach key opinion leaders and consumers. Beautifully illustrated with examples from some of the world's most influential footwear designers and retailers, this is the ultimate guide to a multi-billion dollar industry. Featured contributors: Margaret Briffa, Briffa Marc Debieux, Cheaney & Sons Jason Fulton, This Memento Marc Goodman, Giancarlo Ricci Simon Jobson, Dr. Martens Tracey Neuls Tricia Salcido, Soft Star Shoes John Saunders, British Footwear Association Joanne Stoker Mary Stuart, mo Brog

Die Textil Und Modebranche Morgen Marketingkonzept F R Eine High End Fashion Boutique

Die Textil  und Modebranche morgen  Marketingkonzept f  r eine High End Fashion Boutique PDF
Author: Katrin Schr”der
Publisher: Igel Verlag
ISBN: 3868151958
Size: 42.36 MB
Format: PDF, Mobi
Category : Business & Economics
Languages : un
Pages : 108
View: 5093

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Die Autorin präsentiert ein ausführliches Marketingkonzept für eine fiktive Designer Modeboutique mit dem Namen "FINISH". Das Konzept beinhaltet: Analyse der Makro- und der Mikro-Umwelt mit anschließender Auswertung der Erkenntnisse anhand geeigneter Analysetools, Formulierung der strategischen Stoßrichtung, Entwicklung der Marketingziele, -zielgruppen und Positionierung, basierend auf den Erkenntnissen der Analyse, Entwicklung des Marketing-Mix, basierend auf der Marketingstrategie sowie Kontrolle, Optimierung und Anpassung.

Fashion A Marketing Approach

Fashion  a Marketing Approach PDF
Author: Dorothy S. Rogers
Publisher: Houghton Mifflin Harcourt School
ISBN:
Size: 63.28 MB
Format: PDF, ePub, Mobi
Category : Clothing and dress
Languages : en
Pages : 334
View: 947

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Fashion Merchandising And Marketing

Fashion Merchandising and Marketing PDF
Author: Marian H. Jernigan
Publisher: Prentice Hall
ISBN:
Size: 49.93 MB
Format: PDF
Category : Business & Economics
Languages : en
Pages : 581
View: 5397

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Fashion Merchandising and Marketing provides an overview of all the enterprises involved in the design, production, distribution, and selling of such fashions-oriented merchandise as apparel, accessories, cosmetics, and home furnishings. Designed for introductory courses, this text covers both theoretical and practical concepts, helping students prepare for a variety of careers.

Influencer Marketing Wie Unternehmen Der Modebranche Durch Influencer An Reichweite Gewinnen

Influencer Marketing  Wie Unternehmen der Modebranche durch Influencer an Reichweite gewinnen PDF
Author: Jessica Schnaible
Publisher: GRIN Verlag
ISBN: 334629837X
Size: 37.72 MB
Format: PDF, ePub, Mobi
Category : Business & Economics
Languages : un
Pages : 29
View: 377

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Studienarbeit aus dem Jahr 2020 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1.7, Hochschule für angewandtes Management GmbH, Sprache: Deutsch, Abstract: Inhaltsverzeichnis Abbildungsverzeichnis....................................................................................III 1. Einleitung 1 2. Marketing im Wandel der Zeit 2 2.1 Entwicklungsphasen des Marketings 2 2.2 Entstehung des Online-Marketings und Definition des Influencer-Marketings 4 2.3. Erfolgsfaktoren des Influencer-Marketings 6 3. Influencer-Marketing in der Modebranche 9 3.1 Besonderheiten in der Modebranche 10 3.2 Best Practice-Beispiel Fashion Nova 11 3.3 Best Practice-Beispiel NA-KD Fashion 14 3.4 Best Practice-Beispiel ASOS 17 4. Schlussbetrachtung 20 Literaturverzeichnis 22

Marketing Fashion

Marketing Fashion PDF
Author: Penny Gill
Publisher: Fairchild Books
ISBN: 9781609010782
Size: 31.73 MB
Format: PDF, Docs
Category : Business & Economics
Languages : un
Pages : 528
View: 6196

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While rooted in traditional marketing principles, successful fashion marketing presents a unique set of opportunities and challenges. Marketing Fashion: A Global Perspective is the first text to engagingly present marketing theories and practices as they specifically relate to apparel, home goods, and other design-driven products. Using a variety of contemporary examples, the text details how fashion marketers develop and apply marketing strategies that meet consumer needs at a profit. Topics covered include: consumer and organizational buying behavior, market research, market segmentation, product planning and positioning, pricing, retailer relationships, and additional classic marketing theories and practices as they relate to design. In addition, Marketing Fashion explores in depth contemporary issues such as technology, social responsibility and ethics, sustainability, and globalization, and considers effective strategies for various economic climates.

The Marketing Mode

The Marketing Mode PDF
Author: Theodore Levitt
Publisher:
ISBN:
Size: 15.45 MB
Format: PDF, ePub, Docs
Category : Marketing
Languages : en
Pages : 354
View: 111

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Digital Marketing Strategies For Fashion And Luxury Brands

Digital Marketing Strategies for Fashion and Luxury Brands PDF
Author: Ozuem, Wilson
Publisher: IGI Global
ISBN: 1522526986
Size: 27.94 MB
Format: PDF, Docs
Category : Business & Economics
Languages : un
Pages : 460
View: 7397

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Online shopping has become increasingly popular due to its availability and ease. As a result, it is important for companies that sell high-end products to maintain the same marketing success as companies selling more affordable brands in order keep up with the market. Digital Marketing Strategies for Fashion and Luxury Brands is an essential reference source for the latest scholarly research on the need for a variety of technologies and new techniques in which companies and brand managers can promote higher-end products. Featuring coverage on a broad range of topics and perspectives such as brand communication, mobile commerce, and multichannel retailing, this publication is ideally designed for managers, academicians, and researchers seeking current material on effectively promoting more expensive merchandise using technology.

Luxury And Fashion Marketing

Luxury and Fashion Marketing PDF
Author: Satyendra Singh
Publisher: Routledge
ISBN: 1351269593
Size: 38.73 MB
Format: PDF, ePub, Mobi
Category : Business & Economics
Languages : un
Pages : 144
View: 1991

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The globalization of the world’s markets has forced luxury brands to, in turn, become global and accessible in many developing countries and emerging markets. As a result, the demand for these luxury products has increased globally, creating a need for an education in luxury that acknowledges the global perspective yet, at the same time, incorporates subtle regional nuances into luxury and fashion marketing. Keeping this global and regional perspective, Luxury and Fashion Marketing: The Global Perspective examines the elements of luxury marketing that contribute to superior luxury brand performance. Specifically, this volume focuses on mission statements, logos, airport retailing, franchising, challenges in luxury marketing, fashion relating to politics, environment, and beachwear, and case studies on luxury brands and emerging markets. Luxury and Fashion Marketing: The Global Perspective is unique in that it is written in a simple and engaging style to explain the theories and concepts of luxury in relation to the ordinary in the global context. Each chapter has to-do activities, making the book essential reading for students, trainers, and practitioners interested in luxury and fashion marketing and management.

The Fundamentals Of Digital Fashion Marketing

The Fundamentals of Digital Fashion Marketing PDF
Author: Clare Harris
Publisher: Bloomsbury Publishing
ISBN: 135019378X
Size: 27.34 MB
Format: PDF, Mobi
Category : Design
Languages : un
Pages : 216
View: 1787

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The Fundamentals of Digital Fashion Marketing introduces and explores contemporary digital marketing practices within the fashion industry. Clare Harris clearly explains key digital marketing strategies and examines and illustrates their role in fashion through exciting and memorable industry examples. Marketing practices covered include online marketing, social media, video, mobile technologies, in-store technologies, augmented reality and digital spaces. The text features interviews and case studies from some of fashion's biggest brands and most cutting-edge marketing companies, while also promoting active learning through engaging activities and exercises. This all combines to create a book that will inform, stimulate and inspire the next generation of creative marketers.