Marketing and branding inform many of the strategic and creative
decisions involved in fashion design and product development.
Marketing is a vital component of the industry and an understanding
of its importance and role is essential for those planning a career
in fashion. Marketing Fashion, Second Edition is a practical guide
to the fundamental principles of marketing and branding, from
creating a customer profile to developing a brand identity. The
book explains key theoretical concepts and illustrates how they are
applied within the global fashion and retail industry, from haute
couture to the mass market. All tools in the modern marketer's kit
are discussed, from attending fashion fairs to viral marketing and
online strategies. Using examples and case studies drawn from a
broad range of fashion, textile, and retail businesses, students
are led through the marketing process from initial consumer and
market research to the creation of exciting marketing and branding
campaigns. The book is designed to appeal to students at degree or
foundation level as well as those contemplating a career within the
fashion industry.
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