Gerald J. Sherman

Fashion Public Relations delivers a practical approach to the world of public relations and image management, specifically related to the fashion industry. In-depth case studies feature prominent apparel and textile companies as well as outside public relations firms that serve them. Concentrating on the pragmatic aspects of public relations and the fundamentals of fashion public relations, the authors place principles and concepts in a real-world context that students will actually face in the business world. This textbook equips students with the essential approaches and techniques necessary for a successful career in fashion public relations. View

Today's fashion retail world is fast-paced and based on quick transactions—so how does the art of personal selling stand out among the sea of flashy advertisements and slick commercials? Students often feel that selling is something that magically happens and they find themselves unprepared when they're on the job. But now, more than ever, the personal approach matters and can determine whether a product succeeds or fails. The Real World Guide to Fashion Selling & Management provides the essentials required for success in the industry: how salespeople define and locate their markets, the importance of developing and maintaining relationships with clients, techniques for top-notch sales presentations, basic professional do's and don'ts, dynamic "behind the label" success stories, and how to anticipate—not just keep up with—today's global marketplace. The roles and expectations of sales managers are also detailed, from setting goals and targets to leading a successful, competitive sales force. Far from being a dirty word, selling is essential. With this book, students will get real-world information they need to put their careers on the fast track. View