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Informationen zum Autor Mike Easey is Director of Collaborative Ventures in Newcastle Business School at the University of Northumbria. He has worked for three multinationals in marketing research, promotion and marketing planning positions. An experienced marketing consultant, he has undertaken an extensive range of consultancy work including marketing for fashion manufacturers and fashion retailers. He is also a university external examiner in fashion marketing, a QAA Specialist Subject Reviewer in marketing and a member of the editorial board of the Journal of Fashion Marketing and Management . Klappentext 'Clothing that is not purchased or worn is not fashion' (to paraphrase Armani) Knowledge of marketing is essential to help ensure success and reduce the risk of failure in fashion. For the designer starting up in business, this book offers a guide to the major decisions that will enable you to fulfil your creative potential and be a financial success: What are the major trends we should be monitoring?; How should we set our prices?; What is the most effective way to get our message across about the new product range?; Which colour-wash will be the most popular with buyers? Marketing is now a firmly established element of most fashion and clothing courses. Fashion Marketing is written to meet students' requirements and has many features making it essential reading for anyone involved in the fashion and clothing business: · deals with contemporary issues in fashion marketing · up-to-date examples of global good practice · exclusively about fashion marketing · a unique contribution on range planning with a practical blend of sound design sense and commercial realism · a balance of theory and practice, with examples to illustrate key concepts · clear worked numerical examples to ensure that the ideas are easily understood and retained · over 50 diagrams · a glossary of the main fashion marketing terms and a guide to further reading · a systematic approach to fashion marketing, not hyperbole or speculation. The new edition has been updated throughout with new material on different promotional media, visual marketing and international marketing research; and new coverage of internal marketing, supply chain management, international marketing communications as well as the role of the internet. See www.blackwellpublishing.com/easey for supporting pack for tutors, including PowerPoint slides for each chapter plus ideas and exercises for seminars. Zusammenfassung 'Clothing that is not purchased or worn is not fashion' (to paraphrase Armani) Knowledge of marketing is essential to help ensure success and reduce the risk of failure in fashion. Inhaltsverzeichnis List of Contributors ix Preface xi Acknowledgements xv Part A: Understanding Fashion Marketing 1 1 An Introduction to Fashion Marketing 3 Mike Easey 1.1 What is fashion? 3 1.2 What is marketing? 5 1.3 What is fashion marketing? 7 1.4 Fashion marketing in practice 7 1.5 How fashion marketing can help the fashion industry 11 1.6 What fashion marketers do: five examples 12 1.7 Ethical issues in fashion marketing 13 1.8 An overview of the fashion marketing process 15 1.9 Summary 16 Further reading 17 2 The Fashion Market and the Marketing Environment 18 Christine Sorensen 2.1 Introduction 18 2.2 The development of the fashion market 18 2.3 The fashion market: size and structure 21 2.4 Marketing environment 26 2.5 Micro-marketing environment 26 2.6 Macro-marketing environment 34 2.7 Trends in the marketing environment 56
Inhaltsverzeichnis
List of Contributors .
Preface .
Acknowledgements.
Part A: Understanding Fashion Marketing.
1. An Introduction to Fashion Marketing .
by Mike Easey.
2. The Fashion Market and the Marketing Environment .
by Christine Sorensen.
Part B: Understanding and Researching the Fashion Purchaser .
3. The Fashion Consumer and Organizational Buyer .
by Mike Easey.
4. Fashion Marketing Research .
by Patricia Gray.
Part C: Target Marketing and Managing the Fashion Marketing Mix.
5. Segmentation and the Marketing Mix .
by Mike Easey and Christine Sorensen.
6. Designing and Marketing Fashion Products .
by Sheila Atkinson and Mike Easey.
7. Pricing Garments and Fashion Services .
by Mike Easey.
8. Fashion Distribution .
by John Willans.
9. Fashion Marketing Communications .
by Gaynor Lea-Greenwood.
10. Fashion Marketing Planning .
by Mike Easey.
Glossary of Fashion Marketing Terms .
Index
Bericht
? Fashion Marketing provides a good introductory level text, most appropriate for first year undergraduate students.? ( Journal of Fashion Marketing and Management , January 2009)
