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, it covers 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; and 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.
General
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