This 3rd edition of Fundamentals of Fashion Management has been updated throughout to reflect the impact of digital innovation and sustainable practices on every aspect of the industry. Featuring a new chapter on the fashion consumer, this edition offers insight into the processes of segmenting and targeting markets, the purchase decision process, and ethical and social responsibilities of fashion companies and the consumers they sell to. If you are unsure whether to pursue a role in marketing, buying, or retailing then The Fundamentals of Fashion Management will help you decide. There''s advice on fashion entrepreneurship, career paths and guidance on profession practice, as well as new international case studies and interviews with leading professionals, making this is a must-have guide to the industry and your place in it.

Autorentext

Ruth Marciniak is an Associate Lecturer at the Fashion Retail Academy, London. She is an active researcher with research interests in branding, digital and social media and experiential marketing.

Corinna Budnarowska is a Senior Lecturer at Arts University Bournemouth, UK, teaching, researching and consulting in the areas of fashion marketing, consumer behaviour, retail entrepreneurship and fashion sustainability.

Susan Dillon is a former fashion educator, now independent creative practitioner whose work centres on contemporary porcelain jewellery, sustainable design, and craft-led approaches to creative business.

Klappentext

This 3rd edition of Fundamentals of Fashion Management has been updated throughout to reflect the impact of digital innovation and sustainable practices on every aspect of the industry. Featuring a new chapter on the fashion consumer, this edition offers insight into the processes of segmenting and targeting markets, the purchase decision process, and ethical and social responsibilities of fashion companies and the consumers they sell to.

If you are unsure whether to pursue a role in marketing, buying, or retailing then The Fundamentals of Fashion Management will help you decide. There's advice on fashion entrepreneurship, career paths and guidance on profession practice, as well as new international case studies and interviews with leading professionals, making this is a must-have guide to the industry and your place in it.

Inhalt

1. The Business of Fashion
2. The Fashion Consumer
3. Fashion Trend Prediction
4. Getting a Product to Market
5. Buyers, Merchandisers and Retailers
6. Fashion Marketing and Communications
7. Fashion Entrepreneurship & Management