The Fundamentals of Fashion Management.

Format:

Book

Author/Creator:

Dillon, Susan.

Series:

Fundamentals Series

Language:

English

Subjects (All):

Fashion design.

Fashion merchandising.

Physical Description:

1 online resource (244 pages)

Edition:

3rd ed.

Place of Publication:

London : Bloomsbury Publishing Plc, 2026.

Summary:

An indispensable guide to how the fashion industry works, examining the processes, roles and practices involved.

Contents:

Cover

Contents

Introduction

Chapter one The Business of Fashion

The Fashion Industry: An Overview

Mass Production

The Impact of Technology

Globalization, Responsible Fashion and Sustainability

Influential Designers and Global Fashion Brands

Case Study: How luxury fashion has embraced the changing digital landscape for enhanced brand storytelling

Chapter Summary

Checklist

Exercise

Interview: Karinna Grant

Chapter two The Fashion Consumer

Characteristics of Consumer Behaviour

The Consumer Journey

External Influenceson Fashion Consumer Behaviour

Internal Influenceson Fashion Consumer Behaviour

Market Segmentation andTarget Marketing

Market Positioning

Cognitive Dissonance Theory

Motivation

Needs

Goals

Consumer Decision Making

Case Study: PharrellWilliams

Interview: Ciandra Birnbaum

Chapter three Fashion Trend Prediction

Understanding Fashion Forecasting and Trend Prediction

Product Development,Life Cycle and Trends

The Product Development Process

The Fashion Product Life Cycle

The Forecasting Process

Compiling a Trend Board

Trend Prediction as aTool for Fashion Brands

How Trends Are Used

Technology and Forecasting

Social Media and Trends

Forecasting and Trend Prediction Companies

Case Study: Luminary by Anna Starmer

Interview: Giulia Angelucci

Chapter four Getting a Product to Market and Circular Fashion

Structure of the Fashion Industry

Design of Supply Chains

Rationale for Different Designs of Supply Chains

Trade Agreements

Fast Fashion

Emergence of the Sustainable Fashion Supply Chain

Sustainability Rating Systems

Sustainability Legislation and Regulations

Sustainability and Free-FormCommunication.

Greenwashing

Knowledge and Skills Requirements of the FashionIndustry

Strategic Management in the Fashion Industry

Strategic Management Tools for Planning

Planning Competitive Advantage

Achieving Competitive Advantage

Case Study: Gucci Equilibrium Report

Interview: Winnie McGee

Chapter five Buyers, Merchandisers and Retailers

Role, Responsibilities and Skill Set of a Fashion Buyer and Buying Teams

Role, Responsibilitiesand Skill Set of a Merchandiser

Key Personnel

What to Buy

Sources That Inform Buyers What to Buy

The Product Life Cycleand the Buying Cycle

Speed of the Fashion Buying Cycle

Buying and Merchandising and Sustainability

Factors Influencing Merchandise Selection

Stock Performance

Fashion Retail

Retail Distribution Channels

Fashion Brand Retail Portfolio Strategy

Case Study: Shein

Interview: Nele Odzuck

Chapter six Fashion Marketing and Communications

Emergence of Marketing as a Discipline

Marketing Philosophies

Marketing Principles

The Fashion Marketing Mix

Fashion Marketing and Communications Tools

Communications Theory

Opinion Leaders and Formers

The Marketing Communications Mix

Paid, Owned and Earned Media

Integrated Marketing Communications

Marketing Communications Across Geographic and Cultural Boundaries

Fashion Brands as MarketingCommunications

Case Study: The Vampire's Wife

Interview: Maria Olaitan

Chapter seven Fashion Entrepreneurship and Management

Current Practice

Starting a Fashion Business

Entrepreneur

Developing New Concepts Through to Commercialization

A Step-By-Step Approach to Developing Concepts for Commercialization.

Identifying Market Opportunities in the FashionIndustry

New and Emerging BusinessModels

Planning and Management of the Creative Enterprise

Raising Finance for Creative Projects

Understanding IP and Protecting Design Work

Case Study: Giulia Angelucci

Interview: Jody Juba

Bibliography

Index

Acknowledgements.

Notes:

Description based on publisher supplied metadata and other sources.

Part of the metadata in this record was created by AI, based on the text of the resource.

ISBN:

1-350-33142-2

1-350-33141-4

OCLC:

1583174967