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.
Introduction
The Customer and Fashion Consumption
Marketing Research and Information for Fashion
Fashion Segmentation, Targeting and Positioning (STP)
Marketing Mix: The Fashion Product
Marketing Mix: Pricing in Fashion
Marketing Mix: Promotion and Marketing Communications
Marketing Mix: Place Channels of Distribution and Service
Branding in Fashion and Luxury
New Approaches to Fashion Marketing
Strategic and Tactical Planning in Fashion Marketing
Glossary
Index.
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