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.
"Focus on Fashion Brands" featuring an article or case study relevant to the topics of the specific chapters
"BrandBlog" providing online discussion topics to help facilitate a Web-based course design
"BrandLab" offering an opportunity to create a fashion brand
End-of-chapter material including key terms and review questions designed to assist development of your career
Eight-page full-color photo essay
What Are Fashion Brands?
Fashion Brand Merchandising
Fashion Brands in the Marketplace
Fashion Brands and Consumers
Products, Services, and Fashion Brands
Building Fashion Brands
Planning Fashion Brands
Elements of Fashion Brands
Fashion Brand Communication
Shopping Fashion Brand Experiences
Developing Fashion Brands
The Changing Nature of Fashion Brands
Expanding Fashion Brands
Measuring Fashion Brand Performance
Fashion Brand Portfolios
Working with Fashion Brands
The Fashion Brand Team
Business and Social Issues and Fashion Brands
Future Trends for Fashion Brands
Instructors and Students:
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Gordon T. Kendall
, JD, MBA, is a freelance author and lecturer based in Maplewood, New Jersey. He has served on the adjunct fashion merchandising faculty at Southwest Texas State University (now Texas State University) in San Marcos, Texas. He has also served as a lecturer and member of the fashion advisory committee at El Centro College in Dallas, Texas. He has published books and articles about fashion branding and interior design business practices.