Marketing Fashion Third Edition: Strategy, Branding and Promotion

Marketing Fashion is a practical guide to the fundamental principles of marketing, branding and promotion, from creating...
$91.04 SGD
$91.04 SGD
SKU: 9781529420326
Product Type: Books
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Author: Harriet Posner
Format: Paperback
Language: English
Subtotal: $91.04
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Marketing Fashion Third Edition: Strategy, Branding and Promotion by Posner, Harriet

Marketing Fashion Third Edition: Strategy, Branding and Promotion

$91.04

Marketing Fashion Third Edition: Strategy, Branding and Promotion

$91.04
Author: Harriet Posner
Format: Paperback
Language: English
Marketing Fashion is a practical guide to the fundamental principles of marketing, branding and promotion, from creating a customer profile to developing a brand identity. The book explains key concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market.

For this third edition, examples drawn from a broad range of fashion, textile and retail have been updated to include more on social media and digital and emerging technologies, such as fashion in the metaverse. The updated text increases the focus on sustainability issues, while also tracing recent disruptions to traditional marketing frameworks such as degrowth. There are also more examples of global fashion weeks and brand collaborations. The book will appeal to students at degree or foundation level as well as those contemplating a career in the fashion industry.

Chapters:
Marketing Theory
The Fashion Market
Research & Planning
Understanding the Customer
Branding
Promotion

Author: Harriet Posner
Publisher: Laurence King
Published: 08/06/2024
Pages: 288
Binding Type: Paperback
Weight: 1.99lbs
Size: 10.11h x 7.59w x 0.69d
ISBN: 9781529420326

About the Author
Harriet Posner is a fashion educator, author and consultant with more than 40 years' experience in the fashion industry and 25 years in fashion education as a programme director and course leader. After graduating from Central Saint Martins, University of the Arts London, she established her own knitwear label selling in major stores worldwide and dressing celebrities including Madonna. She has worked as a fashion designer, retail buyer and international consultant in fashion marketing and branding.

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