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Fashion Marketing: Theory, Principles and Practice

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Fashion Marketing

Theory, Principles and Practice

By Marianne Bickle

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Format: Paperback, 352 pages
Other Information: col. Illustrations
Published In: United Kingdom, 01 June 2010
Prior to the 1970s-1980s, fashion marketing focused heavily (and perhaps solely) on women's fashions. Today, fashion marketing influences all products and the manner of style consumers use products. How products are marketed, when products are marketed, the evolution of products into different sizes, shapes, color, and uses are all influenced by fashion marketers. Fashion marketing is taken to different levels from branding a person (e.g., Ralph Lauren, the person), line of products (e.g., Lexus luxury cars) to a single product (e.g., Coach handbag). This much needed text will provide information regarding the introduction, making and machine the industry calls Fashion Marketing. Features: -- Addresses how branding and imaging of fashion, once used for a product or product line, is now used for the company spokesperson, owner, or representative -- Looks at the industry through a global perspective -- Case Studies including company logo and discussion of the company's impact on fashion marketing -- Online links throughout the chapter for students and instructors to investigate fashion marketing around the U.S. and world -- End of chapter elements include: summary, list of key terms, 3-4 assignments, discussion questions, study questions, and references -- Appendix includes glossary, bibliography and references (both for citations within text and for further study), index for subject and company -- Instructor's Guide includes exams with answers -- PowerPoint(r) Presentation provides outlines and ideas for lectures; compatible with PC and Mac platforms

Table of Contents

The Impact of Fashion Branding and Image Fashion Marketing The Buying Season: Marketing Fashions to Retailers Targeting the fashion consumer Cross Channel Shopping Crossing Product Boundaries Fashion and Entertainment Counterfeit merchandise, Ethics and Enforcement of the Law Marketing Fashions Globally

Promotional Information

Addresses how branding and imaging of fashion, once used for a product or product line, is now used for the company spokesperson, owner, or representative The text is enriched with case studies, assignments, discussion questions, references, summaries and key terms, supplementing student learning Looks at the industry through a global perspective An Instructor's Guide is available to lecturers adopting this text - this includes suggestions for planning the course and using the text within the classroom A PowerPoint(r) Presentation is also available to adopting lecturers, providing outlines and ideas for lectures; compatible with PC and Mac platform

About the Author

Marianne Bickle, ITAA, is a professor and Interim Associate Dean of the College of Hospitality in the Department of Retail and Sport Management at the University of South Carolina. She teaches contemporary fashion trends, category management and space management, and takes students on international study tours. Her research focuses on consumer satisfaction with cross channel shopping. Her research is published in various journals including Clothing and Textiles Research Journal, College Student Journal, Journal of Consumer Education, and Family and Consumer Sciences Research Journal. Dr. Bickle is a member of International Textile and Apparel Association (ITAA), Manchester Who's Who Among Executive and Professionals, Who's Who in the West, Kappa Omicron Nu Honor Society and Sigma Xi Honor Society.

EAN: 9781563677380
ISBN: 1563677385
Publisher: Fairchild Books
Dimensions: 23.5 x 18.7 centimetres (0.92 kg)
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