Marketing Fashion, Second edition: Strategy, Branding and Promotion
Marketing and branding inform a number of the strategic and creative decisions excited by fashion design and product development. Marketing is a crucial component of the industry and an understanding of its importance and role is very important 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’re applied inside the global fashion and retail industry, from haute couture to the mass market. All tools within the brand new marketer’s kit are discussed, from attending fashion fairs to viral marketing and online strategies. The usage of 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 in addition to those contemplating a career inside the fashion industry.
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