Marketing Fashion Third Edition: Strategy, Branding and Promotion
| AUTHOR | Posner, Harriet |
| PUBLISHER | Laurence King (08/06/2024) |
| PRODUCT TYPE | Paperback (Paperback) |
Description
Marketing Fashion is a practical guide to the fundamental principles of marketing, branding and promotion, from creating a customer profile to developing a brand identity. The book explains key concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market. For this third edition, examples drawn from a broad range of fashion, textile and retail have been updated to include more on social media and digital and emerging technologies, such as fashion in the metaverse. The updated text increases the focus on sustainability issues, while also tracing recent disruptions to traditional marketing frameworks such as degrowth. There are also more examples of global fashion weeks and brand collaborations. The book will appeal to students at degree or foundation level as well as those contemplating a career in the fashion industry. Chapters:
Marketing Theory
The Fashion Market
Research & Planning
Understanding the Customer
Branding
Promotion
Marketing Theory
The Fashion Market
Research & Planning
Understanding the Customer
Branding
Promotion
Show More
Product Format
Product Details
ISBN-13:
9781529420326
ISBN-10:
1529420326
Binding:
Paperback or Softback (Trade Paperback (Us))
Content Language:
English
More Product Details
Page Count:
288
Carton Quantity:
16
Product Dimensions:
7.59 x 0.69 x 10.11 inches
Weight:
1.99 pound(s)
Feature Codes:
Price on Product
Country of Origin:
US
Subject Information
BISAC Categories
Design | General
Design | Marketing - General
Design | Industries - Fashion & Textile Industry
Descriptions, Reviews, Etc.
publisher marketing
Marketing Fashion is a practical guide to the fundamental principles of marketing, branding and promotion, from creating a customer profile to developing a brand identity. The book explains key concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market. For this third edition, examples drawn from a broad range of fashion, textile and retail have been updated to include more on social media and digital and emerging technologies, such as fashion in the metaverse. The updated text increases the focus on sustainability issues, while also tracing recent disruptions to traditional marketing frameworks such as degrowth. There are also more examples of global fashion weeks and brand collaborations. The book will appeal to students at degree or foundation level as well as those contemplating a career in the fashion industry. Chapters:
Marketing Theory
The Fashion Market
Research & Planning
Understanding the Customer
Branding
Promotion
Marketing Theory
The Fashion Market
Research & Planning
Understanding the Customer
Branding
Promotion
Show More
List Price $45.00
Your Price
$44.55