Fashion brand merchandising / Gordon T. Kendall.
Publisher: New York : Fairchild, c2009Description: xxviii, 388 p., [8] p. of plates : ill. (some col.), ports. ; 24 cm001: 26503ISBN: 1563675617 (hbk.) :; 9781563675614 (hbk.) :Subject(s): Fashion merchandising -- United States | Branding (Marketing)DDC classification: 687.0688| Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|---|
| Book | MAIN LIBRARY Book | 687.0688 KEN (Browse shelf(Opens below)) | 1 | Available | 099657 |
Enhanced descriptions from Syndetics:
Fashion Brand Merchandising introduces the concepts and practices to help students build, develop, and work with fashion brands. The book includes four parts, each exploring an important facet of fashion brands and the fashion brand process. This text covers how branding and merchandising activities are interrelated and interdependent with respect to marketing fashion-related products. In whatever capacity you engage with fashion brands-marketer, merchandiser, retailer, designer, or student-this text covers what you need to know to work successfully in the industry.
Instructors, contact your Sales Representative for access to Instructor's Materials.
Includes bibliographical references and index.
Table of contents provided by Syndetics
- Extended Contents (p. vi)
- Preface (p. xix)
- Acknowledgments (p. xxvii)
- Part 1 What Are Fashion Brands? (p. 1)
- Chapter 1 Fashion Brand Merchandising (p. 4)
- Chapter 2 Fashion Brands in the Marketplace (p. 33)
- Chapter 3 Fashion Brands and Consumers (p. 60)
- Chapter 4 Products, Services, and Fashion Brands (p. 84)
- Part 2 Building Fashion Brands (p. 113)
- Chapter 5 Planning Fashion Brands (p. 116)
- Chapter 6 Elements of Fashion Brands (p. 140)
- Chapter 7 Fashion Brand Communication (p. 164)
- Chapter 8 Shaping Fashion Brand Experiences (p. 189)
- Part 3 Developing Fashion Brands (p. 209)
- Chapter 9 The Changing Nature of Fashion Brands (p. 212)
- Chapter 10 Expanding Fashion Brands (p. 233)
- Chapter 11 Measuring Fashion Brand Performance (p. 251)
- Chapter 12 Fashion Brand Portfolios (p. 270)
- Part 4 Working with Fashion Brands (p. 291)
- Chapter 13 The Fashion Brand Team (p. 294)
- Chapter 14 Business and Social Issues and Fashion Brands (p. 315)
- Chapter 15 Future Trends for Fashion Brands (p. 349)
- Glossary (p. 371)
- Credits (p. 379)
- Index (p. 383)
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