Written by entrepreneurs, for entrepreneurs, Fashion Entrepreneurship: Retail Business Planning, 2nd Edition, serves as a step-by-step guide to starting a fashion retail business. In addition to exploring entrepreneurship, management, and market segmentation, the text covers tactical elements such as financial statements, cash flow, accessing capital, merchandising, and creating a store on the Web. Using a hypothetical business plan that builds progressively with each chapter, the book offers a real-world practical framework for building a successful retail venture and creating a business plan. Profiles of successful entrepreneurs and exercises allow readers to apply the process to their own concepts.
Hands-on application of principles and steps needed to construct a business plan
Examples of how successful retailers started and grew their businesses
Profiles and images of entrepreneurs from across the globe
Steps to develop a business plan, with assignments that direct the reader to the blank business plan template on the CD-ROM
New to This Edition
Chapter on using the Web to build and expand bricks-and-mortar and e-commerce businesses
Added discussion of the beauty industry
Industry examples with all-new photographs
New case studies reflecting the current retail climate
Updated coverage of global markets
Updated profiles of global fashion entrepreneurs addressing real-world issues
Revised end-of-chapter discussion-oriented exercises intended to foster critical thinking
New assignments in each chapter
• How to Use the CD-ROM and Text
• Becoming a Fashion Retail Entrepreneur
• Developing a Road Map for Success
• Analyzing the Industry and Finding Customers
• Identifying the Product and the Business Concept
• Planning a Strategy to Open a Business
• Finding the Right Location for the Business
• Building a Business Using the Web
• Reaching Customers and Driving Sales
• Building a Team to Drive Success
• Planning the Merchandise Assortment
• Building the Financial Plan
• Developing Operating and Control Systems
Instructors and Students:
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Michele M. Granger
, EdD, is a Full Professor in the Fashion and Interior Design Department, College of Business Administration, at Missouri State University. She has authored seven textbooks with expertise in the areas of fashion merchandising, internships, and entrepreneurship. In addition to academics, Granger has worked in the industry as a buyer, manufacturer’s representative, specialty store owner, and currently as a presenter and consultant. She is a member of International Textile and Apparel Association (ITAA).
is the founder and managing partner of CēChange, LLC, a strategy and marketing consulting firm specializing in innovation, strategy, and business design. Her clients range from early stage to the Fortune 100. She has consulted to the Ewing Marion Kauffman Foundation, the largest Foundation in the country with entrepreneurship as its focus, is a frequent national speaker, and has served on panels with the nation's thought leaders in entrepreneurship education. She has been a judge for national business plan and venture capital competitions, and served on various boards and advisory teams. Sterling has served as adjunct faculty for Stephens College, teaching graduate and undergraduate entrepreneurship courses.