3rd Edition

Michele M. Granger, Tina M. Sterling and Ann Cantrell

Book Cover


FEB 07, 2019
Other Formats ISBN
eBook + Studio 9781501334238
eBook 9781501331626
Companion Study Tools ISBN
Studio 9781501334221

For Students

For Instructors

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Please note that exam/inspection copies and instructor resources are only available to instructors and faculty staff at recognized institutions.

What's in the book

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What's in the Studio?

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The Book

"This is a useful step-by-step guide for starting your own apparel boutique or online business." Marissa Zorola, University of North Texas, US
Written by entrepreneurs, for entrepreneurs, the book explains management, market segmentation, financial statements, cash flow, accessing capital, e-commerce, and omni-channel retailing. A hypothetical business plan that builds with each chapter and examples of business models from Warby Parker, Birchbox, and Etsy, give you a framework for building a successful fashion company. Profiles of entrepreneurs and exercises in a book illustrated with 130 images show you how to apply the process to your own ideas.

STUDIO Resources
- Study smarter with self-quizzes featuring scored results and personalized study tips
- Review concepts with flashcards of terms and definitions
- Download sample forms and templates for business plan development
- Practice your skills with assignments tailored for each chapter

Table of Contents

How to Use the STUDIO Resources
Introduction Case Study: RealWomen, Inc.
1. Becoming a Fashion Retail Entrepreneur
2. Developing a Road Map for Success
3. Analyzing the Industry and Finding Customers
4. Identifying the Product and the Business Concept
5. Planning a Strategy to Open a Business
6. Finding the Right Location for the Business
7. Building an Online Business
8. Reaching Customers and Driving Sales
9. Building a Team to Drive Success
10. Planning the Merchandise Assortment
11. Building the Financial Plan
12. Developing Operating and Control Systems
Appendix A Support Organizations: Resources for the Fashion Retail Entrepreneur
Appendix B Planning to Exit the Business
Appendix C Valuing a Business
Appendix D Sample Business Plan: RealWomen, Inc.
Appendix E Blank Business Plan Template

About The Authors

Michele M. Granger was a full professor in the Fashion and Interior Design Department, College of Business Administration, at Missouri State University, US.

Ann Cantrell is an Assistant Professor in the Fashion Business Management Department at the Fashion Institute of Technology (FIT), US and owner of Annie’s Blue Ribbon General Store in Brooklyn, NY.

Tina M. Sterling is an entrepreneur and serves as a consultant to businesses across the US.

Paperback + Studio
Fairchild Books
141 bw illus


Review concepts with flashcards of terms and definitions

12 decks of flashcards


Study smarter with self-quizzes featuring scored results and personalized study tips

12 quizzes


Practice your skills and enhance your knowledge with activities and resources

19 downloadable files