Kristen K. Swanson

Guide to Producing a Fashion Show, 3rd Edition is the definitive source of information for anyone interested in fashion show production – from an informal affair to a large, complex event. The third edition brings the text up to date with current examples from the fashion industry and an overview of the function of a fashion show as a promotional tool for a range of markets. Examining every behind‐the‐scenes step from concept to execution, this book gives readers the tools to organize and stage a successful show. View

Writing for the Fashion Business is an exciting and engaging textbook that presents effective writing techniques geared specifically for the fashion industry. This text fills the gap between general writing classes and upper-level fashion courses that address writing for specific sectors of the fashion business, such as merchandising or promotion. Real-world examples, case studies, and industry profiles provide models of the challenges of writing for the fashion industry and discuss issues of form and content. Students have ample opportunity to practice writing and critical thinking skills as they complete the portfolio exercises within each chapter and respond to the questions at the end of each case study. Chapter summaries and lists of key terms help them retain chapter content. View

This text is for anyone interested in producing a fashion show, be it an informal event or a large, complex affair. Examining every behind-the-scenes step from concept to execution, Guide to Producing a Fashion Show, 2nd Edition, enables the reader to organize and stage a show that is profitable, wellattended, and aesthetically pleasing. View

Promotion is a key element at each step of the merchandising process. Advertising, direct marketing, public relations, special events, and visual merchandising all work together to communicate the same message about a product, brand, or organization to the end user. Promotion in the Merchandising Environment, 2nd Edition, explains the process of promotion and describes the promotion tools available for creating successful campaigns. The book focuses on the comprehensive nature of promotion in the merchandising environment of fashion and related goods, emphasizing the changing nature of promotion in a global marketplace by using international examples. This book also introduces promotion strategies and techniques that can be used in a fashion environment or transferred to other disciplines or product categories. The text examines all the components of the promotion mix, considering both personal and non-personal techniques. View