While rooted in traditional marketing principles, successful fashion marketing presents a unique set of opportunities and challenges. Marketing Fashion: A Global Perspective is the first text to engagingly present marketing theories and practices as they specifically relate to apparel, home goods and other design-driven products. Using a variety of contemporary examples, the text details how fashion marketers develop and apply marketing strategies that meet consumer needs at a profit. Topics covered include: consumer and organizational buying behavior, market research, market segmentation, product planning and positioning, pricing, retailer relationships and additional classic marketing theories and practices as they relate to design. In addition, Marketing Fashion explores contemporary issues such as technology, social responsibility and ethics, sustainability and globalization in depth and considers effective strategies for various economic climates.
A wealth of color illustrations, case studies, and other current examples of fashion marketing practices that provide visual, real-world instruction
Engaging special features for class discussion, research, and individual and group projects, including "Fashion Marketing in Focus" boxes, "What Do You Think?" and "What's Your Point of View?" questions, and fashion marketing cases related to the content of each chapter
Assignments that, taken together, can form the basis of a marketing plan for a business the student has selected to study throughout the term (appendix includes example of a successful marketing plan)
Defining Fashion Marketing and How it Works
Developing and Maintaining Profitable Customer Relationships
Participating in the Global Fashion Marketplace
Understanding the Fashion Consumer and Business Buyer Behavior
Building a Fashion Marketing Strategy
Creating a Company Marketing Strategy
Obtaining and Using Fashion Marketing Information
Creating the Right Relationships with Fashion Customers
Focusing Marketing Mix Elements on the Fashion Consumer
Branding Strategies for Fashion Goods and Services
Developing New Fashion Products and Monitoring their Life Cycles
Pricing: Identifying and Promoting Customer Value
Fashion Marketing Channels and Supply Chain Management
Fashion Wholesaling and Retailing (from a Marketing Viewpoint)
Communicating Fashion's Value through Promotion
Promoting Fashion Goods and Services
Promoting Fashion through Personal Selling and Direct Marketing
Fashion Advertising, Sales Promotion, and Public Relations
Instructors and Students:
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is President of PWG Communications Inc., a writer/editor and marketing communications consultant based in White Plains, NY. Her more than 25 years of experience in both trade journalism and public relations/marketing communications encompasses the apparel/accessories, home furnishings, consumer electronics, and retailing fields, among other industries. She has contributed to publications including Stores, HFN, Apparel Industry Magazine, Furniture Today, and This Week in Consumer Electronics (TWICE), and has provided public relations/marketing communications services to clients in the fashion, healthcare, non-profit, and other fields, including Du Pont Textile Fibers division, F. Schumacher, 3M Do-It-Yourself division, Fisher-Price, National Retail Federation, and many others. She is co-author of Introduction to Fashion Merchandising (Delmar), and holds a BA from Sarah Lawrence College.
, MBA, is an Associate Professor in the Marketing and Management Department at the Illinois Institute of Art – Chicago. He is a member of the American Society for Training and Development (ASTD), the National Speakers Association (NSA), the International Textile and Apparel Association (ITAA), and Who’s Who Among America's Teachers. His experiences as an entrepreneur, contract trainer, and administrator have provided him with a strong foundation for creating a results-driven and learner-centered pedagogical environment. Petrizzi’s research interests include topics in communications, negotiations, consumer behavior, professional selling, and emotional intelligence.
Patricia Mink Rath
, MS, is a consultant in marketing education in Winnetka, Illinois. Her fashion merchandising experience includes work as a retail executive in the fashion departments of specialty and department stores in the Chicago area, Boston, and San Francisco. She has taught college level courses in fashion marketing and merchandising, consumer behavior, retail buying and management, French culture and language for over three decades. Fluent in French, she has led fashion merchandising classes in Paris and Provence. Rath has traveled in Europe, Central America, and Asia and gives illustrated lectures on fashion in both English and French. She is a lifetime member of the Alliance Francaise du North Shore, Association for Career and Technical Education (ACTE) and the Marketing Education Association (MEA). She is co-author of a number of texts and other educational materials for students and teachers.