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Fashion buying and merchandising has changed dramatically over the
last 20 years. Aspects such as the advent of new technologies and
the changing nature of the industry into one that is faster paced
than ever before, as well as the shift towards more ethical and
sustainable practices have resulted in a dramatic change of the
roles. As a result, contemporary fast fashion retailers do not
follow the traditional buying cycle processes step by step,
critical paths are wildly different, and there has been a huge
increase in 'in-season buying' as a response to heightened consumer
demand. This textbook is a comprehensive guide to 21st-century
fashion buying and merchandising, considering fast fashion,
sustainability, ethical issues, omnichannel retailing, and
computer-aided design. It presents an up-to-date buying cycle that
reflects key aspects of fashion buying and merchandising, as well
as in-depth explanations of fashion product development, trend
translation, and sourcing. It applies theoretical and strategic
business models to buying and merchandising that have traditionally
been used in marketing and management. This book is ideal for all
fashion buying and merchandising students, specifically second- and
final-year undergraduate as well as MA/MSc fashion students. It
will also be useful to academics and practitioners who wish to gain
a greater understanding of the industry today.
Fashion buying and merchandising has changed dramatically over the
last 20 years. Aspects such as the advent of new technologies and
the changing nature of the industry into one that is faster paced
than ever before, as well as the shift towards more ethical and
sustainable practices have resulted in a dramatic change of the
roles. As a result, contemporary fast fashion retailers do not
follow the traditional buying cycle processes step by step,
critical paths are wildly different, and there has been a huge
increase in 'in-season buying' as a response to heightened consumer
demand. This textbook is a comprehensive guide to 21st-century
fashion buying and merchandising, considering fast fashion,
sustainability, ethical issues, omnichannel retailing, and
computer-aided design. It presents an up-to-date buying cycle that
reflects key aspects of fashion buying and merchandising, as well
as in-depth explanations of fashion product development, trend
translation, and sourcing. It applies theoretical and strategic
business models to buying and merchandising that have traditionally
been used in marketing and management. This book is ideal for all
fashion buying and merchandising students, specifically second- and
final-year undergraduate as well as MA/MSc fashion students. It
will also be useful to academics and practitioners who wish to gain
a greater understanding of the industry today.
The wide range of topics that the book covers are organised into
sections reflecting a cradle to grave view of how entrepreneurial,
innovative, and tech-savvy approaches can advance environmental
sustainability in the fashion sector. These sections include:
sustainable materials; innovation in design, range planning and
product development; sustainable innovations in fashion supply
chains; sustainable innovations in fashion retail and marketing;
sustainable alternatives for end-of-life and circular economy
initiatives; and more sustainable alternative fashion business
models.
This timely edited collection offers a multidisciplinary
perspective on social commerce, a phenomenon that has gained
increasing interest over the last 8 years. Investigating how social
media can be used to generate value for brands beyond customer
relationship purposes, the skilled authors explore how social media
users co-create value for businesses, influence other consumers and
generate electronic word-of-mouth (eWOM). Providing insights from
practitioners and academics, this book goes further than simply
exploring e-commerce and social media, and addresses the real
relevance of social commerce in today's business landscape. With a
selection of contemporary case studies and a Foreword written by
Inthefrow's creator, Victoria Magrath, Social Commerce will be an
engaging read for those studying consumer behaviour, online
marketing, and e-commerce.
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