Marketing Fashion: Strategy, Branding and Promotion, Second Edition PDF by Harriet Posner

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Marketing Fashion: Strategy, Branding and Promotion, Second Edition
by Harriet Posner
Marketing Fashion: Strategy, Branding and Promotion, Second Edition

Contents:
Introduction
What is in this book? ........................................................... 6
How the book is structured ............................................... 6
Who is this book for? .......................................................... 8
1 The Fashion Market
Fashion market sectors ............................................................10
Fashion market levels ..............................................................12
The global fashion market ........................................................19
What is marketing? ................................................................. 27
Marketing defi nitions .............................................................. 28
Crowdfunding .......................................................................... 36
2 Marketing Strategy
What is marketing strategy? ................................................... 40
The marketing mix .................................................................. 40
Changing the Ps to Cs..............................................................51
STP marketing strategy ........................................................... 54
3 Research and Planning
Marketing research ................................................................. 66
Market research ...................................................................... 75
Market research methods ....................................................... 78
Market trends .......................................................................... 89
Planning and strategy .............................................................. 99
4 Understanding the Customer
Defi ning the consumer ......................................................... 108
Customer segmentation ....................................................... 109
Creating a customer profi le ....................................................132
5 Introduction to Branding
Defi ning a brand .................................................................... 140
The purpose of branding ....................................................... 144
Developing and managing brand identity ............................. 148
Brand strategy and management ......................................... 162
6 Fashion Promotion
The promotional mix ..............................................................172
Fashion advertising and digital campaigns ............................174
Sales promotion .................................................................... 186
Fashion PR and publicity ........................................................197
Measuring campaign effectiveness ...................................... 202
Personal selling ..................................................................... 204
7 Careers in Fashion Marketing
Professional skills .................................................................. 207
Career choices ...................................................................... 209
Work placements and internships ........................................ 220
Further reading ................................................................ 225
Trade publications and magazines .................................. 226
Quotation references ...................................................... 227
Useful addresses ............................................................ 228
Additional resources ....................................................... 229
Glossary .......................................................................... 232
Index ................................................................................ 236
Picture credits ................................................................. 239
Acknowledgements ........................................................ 240

How the book is structured

Chapter 1
The Fashion Market sets the scene, outlining the basic structure of the fashion industry and offering defi nitions of marketing. It explains the different levels of the market and provides information on emerging fashion markets and important industry trade fairs.

Chapter 2
Marketing Strategy introduces the fundamentals of marketing strategy, explains key theoretical marketing tools and concepts, and gives examples of how they are applied in practice within the context of the global fashion and retail industry.

Chapter 3
Research and Planning explains how key marketing tools are utilized within the planning process. The chapter emphasizes the importance of thorough research and analysis and examines the purpose and value of both primary and secondary research, outlining key areas to consider when gathering market and trend intelligence.

Chapter 4
Understanding the Customer focuses on research and analysis of customers. It explores ways in which a business can analyse its customer base so they are best able to understand customer requirements and target products and marketing strategies accordingly. It explains customer segmentation – how to group consumers into clusters that have broadly similar characteristics, needs or fashion traits. The reader will gain an understanding of the impact of psychology on consumer purchasing behaviour and learn techniques for creating customer profi les.

Chapter 5
Introduction to Branding introduces readers to the fundamentals of branding and explains why brands are such valuable assets. The chapter shows how brands are created and explains the importance of brand identity as a strategic tool for building a relationship between a brand and its customers.

Chapter 6
Fashion Promotion covers the main types of promotional activities employed within fashion and retail. A broad selection of case studies highlights current trends in contemporary fashion promotion.

Chapter 7
Careers in Fashion Marketing outlines potential career paths and provides information on a selection of key roles relevant to those seeking a career in fashion design, marketing, PR or fashion management, and details the skills and competencies required.

Who is this book for?
Fashion marketing is now an essential area of study for all who plan a career in the industry. Students studying fashion, textile or accessory design, fashion management or buying and merchandising will all fi nd that marketing is included as part of the curriculum. Fashion, however, is never static and fashion marketing does not always conform to standard theoretical formulae. To be successful within the world of fashion marketing you need to build upon basic principles and adapt ideas so as to meet the challenges of each new market situation. The book aims to educate but also to inspire, and readers are encouraged to use the material as a platform for further research and enquiry.
It is US$10. To get this book send email: textileebooks@gmail.com

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