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Marketing Fashion

Marketing Fashion Strategy, Branding and Promotion

Second edition

Paperback (17 Aug 2015)

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Publisher's Synopsis

Marketing and branding inform many of the strategic and creative decisions involved in fashion design and product development. Marketing is a vital component of the industry and an understanding of its importance and role is essential for those planning a career in fashion.

Marketing Fashion, Second Edition is a practical guide to the fundamental principles of marketing and branding, from creating a customer profile to developing a brand identity. The book explains key theoretical concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market. All tools in the modern marketer's kit are discussed, from attending fashion fairs to viral marketing and online strategies.

Using examples and case studies drawn from a broad range of fashion, textile and retail businesses, students are led through the marketing process from initial consumer and market research to the creation of exciting marketing and branding campaigns. The book is designed to appeal to students at degree or foundation level as well as those contemplating a career within the fashion industry.

About the Publisher

Laurence King Publishing

Established in London in 1991, Laurence King Publishing is now recognised as one of the world's leading publishers of books on the creative arts. Our books are acclaimed for their inventiveness, beautiful design and authoritative texts, as well as the care taken over their production. With approximately 40 staff members, we are based in Islington in London.

Book information

ISBN: 9781780675664
Publisher: Quercus Publishing
Imprint: Laurence King Publishing
Pub date:
Edition: Second edition
DEWEY: 391.00688
DEWEY edition: 23
Language: English
Number of pages: 240
Weight: 874g
Height: 255mm
Width: 190mm
Spine width: 19mm