The Fundamentals of Fashion Management provides an in-depth look at the changing face of today's fiercely competitive fashion industry. Providing invaluable behind-the-scenes insights into the roles and processes of the industry, this book combines creative and business approaches for all those seeking to gain a solid understanding of what it means to work in the fashion sector. Packed with new visuals, case studies and exercises, The Fundamentals of Fashion Management also contains new interviews with key players from different sectors in the global fashion industry, including with a fashion forecaster, a brand account manager, a fashion buyer, a digital marketing manager, fashion journalist, and a fashion entrepreneur. With an additional new chapter on entrepreneurship and management, this a must-have handbook for all those looking to create successful business practice in fashion management, marketing, buying, retailing and related fields.
- 200 pages
- English
- PDF
- Available on iOS & Android
eBook - PDF
The Fundamentals of Fashion Management
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Information
192
Index
segmentation
age-related,
120
gender-related,
120
geographic,
120
lifestyle,
120
market,
119–20
Selfridges,
96
sewing
machine,
4,
5
Shopify,
driving
sales,
103–4
short-term
forecast
process,
73
show
producer,
fashion
show,
144
SHOWStudio,
146
show
stylist,
fashion
show,
144
Singer,
Isaac
Merritt,
4
situational
factors,
consumer
behaviour,
122
slow
fashion,
15,
87
SMEs
(small-
and
medium-sized
enterprises),
61
Smith,
Sam,
21
Snapchat,
13
social
factors,
consumer
behaviour,
118,
122
social
media
Burberry,
20–22
consumer
behaviour,
75
definition,
11
driving
sales
through,
103–4
retailing,
103
trend
forecasting,
33
trends
and,
48
viral
marketing,
124–25
sole
proprietorship,
169
sourcing.
See
also
global
sourcing
definition,
92
fabric,
99
process,
99
spinning
jenny,
4
Sportswear
International
(magazine),
47
Startup
Britain,
167
story,
colour
palette,
42
storyboard,
fashion
shoot,
154
strategy
business
planning,
171–72
marketing,
74
stylist,
147
Supermarket
Sarah,
171
supply
chain,
2
definition,
9
global
sourcing
and,
92–94
importing
fashion
goods,
92–93
management,
92
sample
development,
94
sustainability,
fashion
industry,
15
SWOT
(strengths,
weaknesses,
opportu-
nities,
threats)
analysis,
171
synthetic
fibers,
4
Takada,
Kenzo,
6.
See
also
Kenzo
target
market,
115
customer
interaction
sessions,
134
definition,
112
marketing
mix,
114–15
steps
to
the
perfect,
134–35
value
proposition,
134
team
fashion
shoot,
154
fashion
show,
144
technology
CAD
(computer-aided
design),
11,
14–15
case
study
of
Burberry,
20–22
connecting
with
consumer,
12
fashion
app,
12–13
forecasting
and,
47
globalisation,
ethical
fashion
and
sustainability,
15
high-tech
fashion,
13
impact
on
fashion,
11–15
techno
materials,
14
textile
design
and
production,
60–61
Textile
Report
(magazine),
47
Thatcher,
Margaret,
6
timing,
retail
calendar,
98
Tommy
Hilfiger,
126,
142,
156
Topshop
app,
case
study,
104–5,
107
trade
fairs,
98
trademark
brand
protection,
177
trade
show,
149,
166
traditional
marketing
definition,
115
integrated
marketing
vs.,
115–16
trends,
28
compiling
trend
board,
43
consumer,
122
cycle,
31–32
fashion
forecasting
agencies,
49–51
fashion
prediction,
30–31,
54–55
forecaster’s
role,
33–34
hard
copy
packages,
46
magazines,
46–47
prediction
as
tool
for
fashion
brands,
43–48
presenting
information,
46
social
media
and,
48
technology
and
forecasting,
47
trendtracker,
48
visual
analysis
of
prediction
boards,
44–47
trendsetter,
term,
30
Trendstop
case
study,
52–53
forecasting,
49–50,
55
interview
of
CEO
Jätyri,
57
Trendtablet,
forecasting,
50–51
trendy,
term,
30
Trendzoom,
forecasting,
50
trickle
across
theory,
36,
37
trickle-down
definition,
31
fashion
theory,
35–36
trickle
up
theory,
36,
37
Tsai,
Hsiao-Chi,
129
Tumblr,
11,
22,
105
twenty-first
century
global
opportunities,
165–66
Twiggy,
6
Twitter,
11,
12,
34,
103
ASOS,
125
Burberry,
21,
22
driving
sales,
104
press
campaign,
124–25
Topshop
app,
105
Uniqlo,
19
value
chain
analysis
(VCA),
70–71
Van
Allan,
6
Vandermark,
Stuart,
177
van
Herpen,
Iris,
14
Vaughan,
Michelle,
interview,
109
verbatim,
definition,
67
vertical
integration,
definition,
10
Victoria’s
Secret,
41
Videofashion
News
(video
magazine),
6
View
on
Colour
(magazine),
47,
50
Viktor
&
Rolf,
82,
142
Vimeo,
166
Vincent-Ricard,
Françoise,
49
viral
marketing,
124–25
visual
merchandiser,
role
of,
128–29
visual
merchandising,
fashion
communication,
128–29
Vivienne
Westwood.
See
Westwood,
Vivienne
V
Magazine
(magazine),
145,
152
Vogue
(magazine),
128,
147,
152
web
log,
11
WeChat,
13
Westwood,
Vivienne,
9,
16,
26,
27
We
Wore
What,
website,
12
WGSN
(Worth
Global
Style
Network),
38,
44,
51
WhatsApp,
13
Williams,
Charmone
Diane,
interview,
156–57
Williams,
Dilys,
15
Wintour,
Anna,
146,
147
Women’s
Wear
Daily
(journal),
145,
151
Woolson,
Abba
Gould,
5
word
of
mouth
definition,
131
Zara,
131
Wordpress,
25,
165
Worth,
Charles
Frederick,
2,
3,
5
Yamamoto,
Yohji,
17
Yanai,
Hitoshi,
19
Yanai,
Tadashi,
19
Yoana
Baraschi,
170
Yoshikawa,
Kimiya,
129
YouTube,
11,
34,
75,
81,
166
Yves
Saint
Laurent,
8,
16,
21
Zara,
10,
19,
92,
99,
142,
150
marketing
strategy,
130–31,
132
Table of contents
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