Mastering Fashion Marketing

Deals with the subject that combines contemporary marketing theory with analysis of operational marketing practice within the fashion industry. This book contains the views of key practitioners and case study material from fashion organizations.

This is the first book on the subject that combines contemporary marketing theory with analysis of operational marketing practice within the fashion industry. It contains the views of key practitioners and much original case study material from leading fashion organizations to provide unique insights into the reality of fashion marketing. Appropriate for undergraduate and postgraduate fashion, retailing and business degrees, it is also a valuable read for practitioners seeking knowledge and understanding of fashion marketing.

Introduction - The Customer and Fashion Consumption - Marketing Research and Information for Fashion - Marketing Mix: The Fashion Product - Marketing Mix: Pricing - Marketing Mix:
Promotion and Marketing Communications - Marketing Mix: Place - Fashion Channels and Service - Segmentation, Targeting and Positioning - New Approaches to Marketing: Emotional Branding and Guerilla Marketing - Branding in Fashion and Luxury - Strategic and Tactical Planning in Fashion Marketing - Glossary - Index