Marketing Fashion, Second edition by Harriet Posner, Paperback, 9781780675664 | Buy online at The Nile
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Marketing Fashion, Second edition

Strategy, Branding and Promotion

Author: Harriet Posner and Patricia Mumau  

Marketing Fashion, Second edition
Paperback

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.

A practical guide to the fundamental principles of marketing and branding, from creating a customer profile to developing a brand identity. This 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.

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Summary

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.

A practical guide to the fundamental principles of marketing and branding, from creating a customer profile to developing a brand identity. This 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.

Read more

Description

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.

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About the Author

Harriet Posner is Course Leader for fashion communication and promotion at Norwich University of the Arts. After graduating from Central Saint Martins, University of the Arts, London, she established her own knitwear label selling in major stores worldwide. She has worked as a fashion designer, retail buyer and international consultant in fashion marketing and branding.

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Product Details

Publisher
Laurence King Publishing
Published
17th August 2015
Edition
2nd
Pages
240
ISBN
9781780675664

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