Prior to the 1970s and 1980s, fashion marketing focused heavily (and perhaps solely) on women's fashions. Today, fashion marketing influences all products and how consumers use these products. How products are marketed, when products are marketed, the evolution of products into different sizes, shapes, colors, and uses are all influenced by fashion marketers. Fashion marketing is taken to different levels from branding a person (e.g., Ralph Lauren, the person), a line of products (e.g., Lexus luxury cars), or a single product (e.g., Coach handbag). This much-needed text introduces new methods and technologies to apply today's principles to future practices of fashion marketing.
How branding and imaging of fashion, once used for a product or product line, is now used for the company spokesperson, owner, or representative
Looking at the industry through a global perspective
Case studies examining a variety of companiesâ€™ successful approaches to fashion marketing
End-of-chapter elements including summary, references, list of key terms, student assignments, and study questions
Introduction to Fashion Marketing
The Impact of Fashion
Branding and Image
Product, Price, Distribution, and Placement
Public Relations, Promotion, and Advertising
The Buying Season: Marketing Fashions to Retailers
Targeting the Fashion Consumer
Image and Branding
Crossing Product Boundaries
Counterfeiting, Legislation, and Ethics
Marketing Fashions Globally
Instructors and Students:
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Marianne C. Bickle
, PhD, is Director of the Center for Retailing at the University of South Carolina. The Center provides both local and international projects and research on industry competiveness. Bickle writes a weekly blog for Forbes, contributes to national news stories on a regular basis and is a frequent national and international speaker. She has published in excess of 90 peer-refereed papers in relation to retailing. She holds a PhD from Michigan State University. Bickle is a long time member of the International Textile and Apparel Association (ITAA) and the American Collegiate Retailing Association (ACRA).