Marketing and fashion branding inform many of the strategic and creative decisions involved in fashion design and product development. Marketing is a vital component of the industry supply-chain and an understanding of its importance and role is essential for those planning a career in fashion.

Marketing Fashion is a practical guide to the fundamental principles of marketing and branding. The book explains key theoretical concepts,illustrating how they are applied in practice within the global fashion and retail industry. Using examples and case studies drawn from a broad range of fashion, textile and retail businesses, students are led through the marketing process from initial consumer and market research to the creation of exciting marketing and branding campaigns. The book is designed to appeal to fashion students as well as those contemplating a career within the fashion industry.

Introduction

What is this book？ 6 / How the book is structured 7 / Who is this book for？ 8

1. Structure of the Fashion Market

Fashion market sectors 10 / Fashion market levels 13 / Fashion cities and trade fairs 19

2. The Marketing Toolkit

What is marketing？ 26 / Marketing definltions 26 / The marketing mix 34 /

The marketing jix today 44 / Marketing Strategy 50

Research and Planning

Marketing research 62. / Market research 74 / Planning and strategy 97

4. Understanding the Customer

Customer / Creating a customer profile 123

5. Introduction to Branding

Definingabrand128 / The purpose of branding 134 / Developing and managing

brand identity 139 / Brand strategy and management 151

6. Fashion Promotion

The promotionai mix 158 / Fashion advertising 161 / Sales promotion 173 /

Eashion PR and publicity 286

7. Careers in Fashion Marketing

Professional skills 193 / Career choices 195 / Applying for a job 205

Further reading 212 / Reference nOtes 213 / Trade magazines 214 /

Usefuladdresses214 / Additional resources 215 / Glossary 218 /

Index 221 / Picture credits 224 / Acknowledgements 224