The Fundamentals of Fashion Management

The book is well organized and easy to navigate... A very good supplement to a Fashion Management course, and a quick and easy read.

Préface
The Fundamentals of Fashion Management provides an indispensable introductory guide to how the fashion industry works, examining the processes, roles and practices involved.

Auteur
Susan Dillon is a Principal Lecturer and Subject Group Leader at Sheffield Hallam University, UK, leading the Fashion Design, Fashion Management and Communication, International Fashion Marketing and Jewellery and Metalwork BA courses.

Texte du rabat

The Fundamentals of Fashion Management provides an in-depth look at the changing face of today's fiercely competitive fashion industry. Providing invaluable behind-the-scenes insights into the roles and processes of the industry, this book combines creative and business approaches for all those seeking to gain a solid understanding of what it means to work in the fashion sector. Packed with new visuals, case studies and exercises, The Fundamentals of Fashion Management also contains new interviews with key players from different sectors in the global fashion industry, including with a fashion forecaster, a brand account manager, a fashion buyer, a digital marketing manager, fashion journalist, and a fashion entrepreneur. With an additional new chapter on entrepreneurship and management, this a must-have handbook for all those looking to create successful business practice in fashion management, marketing, buying, retailing and related fields.

Contenu
Introduction 1. The Business of Fashion The fashion industry: An overview The impact of technology Influential designers and global fashion brands Case study: Burberry Chapter summary Checklist Exercise Interview: Jamie Huckbody 2. Fashion Trend Prediction Understanding fashion forecasting and trend prediction Product development, lifecycle and trends The forecasting process Trend prediction as a tool for fashion brands Forecasting and trend prediction companies Case study: Trendstop Chapter summary Checklist Exercise Interview: Jaana Jätyri 3. Getting a Product to Market The fashion organisation The role of the fashion manager Basic management methods for fashion managers Marketing management theories and frameworks Case study: Prada Chapter summary Checklist Exercise Interview: Simon Johnson 4. Fashion Transition Fashion buying Fashion merchandising Global sourcing and the supply chain Retail Distribution channels Case study: Topshop app Chapter summary Checklist Exercise Interview: Michelle Vaughan 5. Fashion Marketing and Communication Understanding marketing The fashion consumer Fashion promotion Fashion communication Case study: ZARA marketing strategy Chapter summary Checklist Exercise Interview: Jamie Holloway 6. The Fashion Machine The fashion calendar The fashion press Fashion editorial Fashion curating, online exhibition and the trade show Case study: The future of New York Fashion Week Chapter summary Checklist Exercise Interview: Charmone Diane Williams 7. Fashion Entrepreneurship and Management Entrepreneurial practice Developing new concepts through to commercialization Identifying market opportunities in the 21st-century global fashion industry New and emerging business models Planning and management of the creative enterprise Raising finance for creative projects Understanding IP and protecting design work Case study: Nabil Nayal Chapter summary Checklist Exercise Interview: Nabil Nayal Conclusion Bibliography