Fashion is everywhere! Fashion transcends domains and applies to
almost any kind of product (e.g., apparel, cars, digital devices,
food, literature, trips, music, house decoration, personal
wellness). Fashion greatly influences public interest, media
coverage, and product success. The global fashion apparel industry,
for example, is one of the most important in terms of investments,
trade, and employment while depending upon unpredictable demand. In
the world of fashion, companies face a dilemma: On one hand, they
create products with shorter life cycles; on the other hand they
expect such products to repeatedly reap large profits. One of the
main challenges fashion product managers face is to create and
launch fashion products that will continuously meet the same
success with customers. For example, will the long skirt have the
same success than the skinny jean, or will the high heel prevail
over the flats? Moreover, the fashion industry deals with products
that greatly impact personal appearance, seduction, thus,
relationships with others. Indeed, a fashion dress is more than
just a dress, as it can change one's appearance and reveal the
consumer's identity. Consequently, fashion managers not only are
responsible for their product lines, but also for the symbolic
image they help customers convey. This book focuses on the fashion
apparel and accessories industry. It introduces the concept of
fashion equity--the value fashion adds to products--a key concept
to explain fashion products attractiveness and success, despite
their constant renewal. This book will help managers answer the
following questions: Why and how fashion products consistently
appeal to consumers despite their renewal? What symbolic and
experiential benefits fashion products bring to consumers and how
fashion product managers can leverage them better? What marketing
strategy and tactics companies should use to increase fashion
products success while managing customers' image? How companies can
maintain customers' loyalty and generate higher profits with
fashion products? Based on deep analyses of manufacturers and
retailers' best practices, customers' and companies' interviews,
and the latest academic research on fashion marketing, this book
will assist companies to manage the value fashion adds to products,
extract larger profits despite their shorter life cycles, and help
them create long-term loyal customers.
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