Marketing Fashion Third Edition

Strategy, Branding and Promotion

Harriet Posner

$89.99

Paperback

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English

Laurence King Publishing
29 October 2024

Fashion & textiles: design; Sales & marketing; Textile industries

Marketing Fashion is a practical guide to the fundamental principles of marketing, branding and promotion, from creating a customer profile to developing a brand identity. The book explains key concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market.

For this third edition, examples drawn from a broad range of fashion, textile and retail have been updated to include more on social media and digital and emerging technologies, such as fashion in the metaverse. The updated text increases the focus on sustainability issues, while also tracing recent disruptions to traditional marketing frameworks such as degrowth. There are also more examples of global fashion weeks and brand collaborations. The book will appeal to students at degree or foundation level as well as those contemplating a career in the fashion industry.

Chapters:

Marketing Theory

The Fashion Market

Research & Planning

Understanding the Customer

Branding

Promotion

By: Harriet Posner
Imprint: Laurence King Publishing
Country of Publication: United Kingdom
Dimensions: Height: 256mm, Width: 190mm, Spine: 18mm
Weight: 921g
ISBN: 9781529420326
ISBN 10: 1529420326
Pages: 288
Publication Date: 29 October 2024
Audience: General/trade , College/higher education , Professional and scholarly , ELT Advanced , Primary
Format: Paperback
Publisher's Status: Active

Harriet Posner is a fashion educator, author and consultant with more than 40 years' experience in the fashion industry and 25 years in fashion education as a programme director and course leader. After graduating from Central Saint Martins, University of the Arts London, she established her own knitwear label selling in major stores worldwide and dressing celebrities including Madonna. She has worked as a fashion designer, retail buyer and international consultant in fashion marketing and branding.