Product Description

′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.

Product Details

• Amazon Sales Rank: #35152 in Books
• Published on: 2008-10-17
• Original language: English
• Number of items: 1
• Binding: Paperback
• 280 pages

Review
Fashion Marketing provides a good introductory level text, most appropriate for first year undergraduate students. (Journal of Fashion Marketing and Management, January 2009)

From the Back Cover
‘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.

About the Author
Mike Easey is Director of Collaborative Ventures in Newcastle Business School at the University of Northumbria. He has worked for three multinationals in marketing research, promotion and marketing planning positions. An experienced marketing consultant, he has undertaken an extensive range of consultancy work including marketing for fashion manufacturers and fashion retailers. He is also a university external examiner in fashion marketing, a QAA Specialist Subject Reviewer in marketing and a member of the editorial board of the Journal of Fashion Marketing and Management.

Customer Reviews

Appauled!
I first ordered this book on the 11th Oct 2007 and was told by Amazon that it would be delivered at the end of Oct 2007 which was fine. The end of October came and I recieved an email saying that there had been a delay and I would be recieving the book by the end of November 2007. This was an inconvienience but something which I was prepared to happen. The end of November came and I recieved another email, this time saying that there was further delay and that the book would be dispatched on the 26th April 2008, over 5 months after the orignal order date. I found this service appauling considering I could have went to the shop and got it there and then. I wont be ordering from this site in the future as I have lost all faith in the company and the lack of customer service is disgusting! I dont think the 1 satr rating is deserved as the guy who wrote it is a lecturer of mine, the 1 star is purely for services rendered.....or not.