Fashion marketing : theory, principles, & practice / Marianne C. Bickle.
By: Bickle, Marianne C
Publisher: New York : Fairchild, c2011Edition: 1st edDescription: xxii, 330 p. : ill. (chiefly col.), ports. (chiefly col.) ; 24 cm001: 26430ISBN: 1563677385 (pbk.) :; 9781563677380 (pbk.) :Subject(s): Fashion merchandisingDDC classification: 687.0688 LOC classification: HD9940.A2 | B53 2010
| Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|---|
| Book | MAIN LIBRARY Book | 687.0688 BIC (Browse shelf(Opens below)) | 1 | Available | 099644 |
Enhanced descriptions from Syndetics:
Prior to the 1970s and 1980s, fashion marketing focused heavily (and perhaps solely) on women's fashions. Today, fashion marketing influences all products and how consumers use these products. How products are marketed, when products are marketed, the evolution of products into different sizes, shapes, colors, 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), a line of products (e.g., Lexus luxury cars), or a single product (e.g., Coach handbag). This much-needed text introduces new methods and technologies to apply today's principles to future practices of fashion marketing.
Includes bibliographical references and index.
Table of contents provided by Syndetics
- 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
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