A collection of international contributions from renowned academics and practitioners from the US, UK, China, the second edition of Fashion Marketing has been completely updated, revised and expanded to reflect the major changes in the fashion industry since 2001 and covers all of the key themes and issues of the area. Key themes and areas covered include globalization, fast fashion, luxury fashion, offshoring, business-to-business, forecasting, sourcing, supply chain management, new product development, design management, logistics, range planning, color prediction, market testing, e-commerce, and strategy.
Autorentext
Tony Hines, Margaret Bruce
Inhalt
Chapter 1 Globalization: global markets and global supplies, Tony Hines; Chapter 2 Supply chain strategies, structures and relationships, Tony Hines; Chapter 3 Challenges of fashion buying and merchandising, Margaret Bruce, Lucy Daly; Chapter 4 Segmenting fashion consumers: reconstructing the challenge of consumer complexity, Tony Hines, Lee Quinn; Chapter 5 Developing a research agenda for the internationalization of fashion retailing, Christopher M. Moore, Steve Burt; Chapter 6 Retail brand marketing in the fashion industry, Bill Webb; Chapter 7 Competitive marketing strategies of luxury fashion companies, Margaret Bruce, Christine Kratz; Chapter 8 Store environment of fashion retailers: a Hong Kong perspective, Alice W. C. Chu, M. C. Lam; Chapter 9 The process of trend development leading to a fashion season, Tim Jackson; Chapter 10 Innovation management in creating new fashions, Beatrice Le Pechoux, Trevor J. Little, Cynthia L. Istook; Chapter 11 Consumers and their negative selves, and the implications for fashion marketing, Emma N. Banister, Margaret K. Hogg; Chapter 12 Fashion retailer desired and perceived identity, Tony Hines, Ranis Cheng, Ian Grime; Chapter 13 Fashion e-tailing, Ruth Marciniak, Margaret Bruce; Chapter 14 The international flagship stores of luxury fashion retailers, Christopher M. Moore, Anne Marie Doherty; Chapter 15 The making and marketing of a trend, Martin Raymond; Chapter 16 Approaches to doing research, Tony Hines;