Fashion Marketing, Second Edition: Contemporary Issues - Brossura

Hines, Tony

Brossura

ISBN 10: 0750668970 ISBN 13: 9780750668972

Casa editrice: Routledge, 2006

Riassunto

A collection of international contributions from renowned academics and practitioners from the UK, USA and China, the second edition of Fashion Marketing has been revised and expanded to incorporate the major changes in the fashion industry since 2001. This edition integrates everything on fashion marketing that a student or practitioner could ever need. Now covering all the key themes and issues of the area:

*globalization
*fast fashion
*luxury fashion
*offshoring
*business-to-business
*forecasting
*sourcing
*supply chain management (demand management)
*new product development
*design management
*logistics
*range planning
*colour prediction
*market testing
*e-commerce
*strategy

Ideal for use on Fashion marketing and Fashion management programmes, this book will also be invaluable on any undergraduate or postgraduate courses in Fashion, Textiles, Apparel and Retailing Management. This book will also serve as a useful, informative and authoritative text for senior managers in the fashion marketing industries wanting to gain further understanding of current and future developments within the industry.

*Exciting new edition, fully revised and expanded to include hot new issues such as globalisation, luxury brands and increasingly complex supply chains
*Global focus and up-to-date case studies aid students in gaining a greater understanding of the structure and complexity of the industry
*A range of well-respected and international contributors

Su questo libro

L'autore

Professor Tony Hines is Chair of Doctoral Programmes at Manchester Metropolitan University, UK. His research interests are market-led supply chain strategies, and he has a particular expertise in the apparel sector. Tony has worked with a number of organizations in the UK and internationally to research and develop supply chain strategies. During the past three years he has worked with the Sri Lankan Government, the Sri Lanka Export Association and the Chartered Institute of Marketing to develop executive marketing and supply chain programmes for the Apparel Industry in Sri Lanka linked to professional marketing qualifications. He is editor of the Textile Institute Journal of Economics, Management and Marketing a position he has held since 1994. He is a leading marketing educator having taught and examined in the UK and internationally. He has held Senior Examiner positions for the Chartered Institute of Marketing.

Contenuti

Global markets and Global supplies; Supply chain strategies, structures and relationships; The challenges of fashion buying and merchandising; Segmenting fashion consumers: Reconstructing the challenge of consumer complexity; Developing a research agenda for the internationalization of fashion retailing; Retail brand marketing in the fashion industry; Competitive marketing strategies of luxury fashion companies; Store environment of fashion retailers: A Hong Kong perspective; The process of trend development leading to a fashion season; Innovation management in creating new fashion; Consumers and their negative selves, and the implications for fashion marketing; Fashion retailer desired and perceived identity; Fashion E-tailing; The international flagship stores of luxury fashion retailers; The making and marketing of a trend; Approaches to doing research

Su questa edizione

• Editore: Routledge
• Data di pubblicazione: 2006
• ISBN 10: 0750668970
• ISBN 13: 9780750668972
• Rilegatura: Copertina flessibile
• Numero edizione: 2
• Numero di pagine: 348