While rooted in traditional marketing principles, successful fashion marketing presents a unique set of opportunities and challenges. Fashion Marketing: A Global Perspective is the first text to engagingly present marketing theories and practices as they specifically relate to apparel, home goods and other design-driven products. Using a variety of contemporary examples, the text details how fashion marketers develop and apply marketing strategies that meet consumer needs at a profit. Topics covered include: consumer and organizational buying behavior, market research, market segmentation, product planning and positioning, pricing, retailer relationships and additional classic marketing theories and practices as they relate to design. In addition, Fashion Marketing explores contemporary issues such as technology, social responsibility and ethics, sustainability and globalization in depth and considers effective strategies for various economic climates.
Though fashion has evolved into a much more dynamic and complex industry, the simple act of admiring someone else's clothing was just the spark that was need to start its evolution. Clothing began to be seen as a symbol of status and often reflected the times in which they were created and worn. Fashion, and in particular, clothing, has been woven into the tapestry of mankind's story from its beginning.
The body has been the focus of much recent critical attention, but the clothed body less so. In answering the need to theorize dress, this book provides an overview of recent scholarship and presents an original theory of what dress means in relation to the body.