Marketing Fashion, Second edition
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Marketing Fashion, Second edition by Harriet Posner
Marketing and branding inform many of the strategic and creative decisions involved in fashion design and product development. Marketing is a vital component of the industry and an understanding of its importance and role is essential for those planning a career in fashion. Marketing Fashion, Second Edition is a practical guide to the fundamental principles of marketing and branding, from developing brand identity to creating a customer profile. The book explains key theoretical concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market. All tools in the modern marketer's kit are discussed, from attending fashion fairs to viral marketing and online strategies. 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 students at degree or foundation level as well as those contemplating a career within the fashion industry.Harriet Posner teaches fashion communication and promotion at Norwich University of the Arts in the United Kingdom. She founded her own knitwear label after graduating from Central Saint Martins College of Art & Design in London, and it now sells in major stores all over the world. She's worked as a fashion designer, a retail buyer, and an international fashion marketing and branding consultant. Harriet is a dedicated mentor in the fashion business for fresh and rising talent.
| SKU | Unavailable |
| ISBN 13 | 9781780675664 |
| ISBN 10 | 1780675666 |
| Title | Marketing Fashion, Second edition |
| Author | Harriet Posner |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Laurence King Publishing |
| Year published | 2015-08-17 |
| Number of pages | 240 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |