Fashion marketing : contemporary issues
著者
書誌事項
Fashion marketing : contemporary issues
Butterworth-Heinemann, 2007
2nd ed
大学図書館所蔵 件 / 全9件
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
A collection of international contributions from renowned academics and practitioners from the US, UK, China, the second edition of Fashion Marketing has been completely updated, revised and expanded to reflect the major changes in the fashion industry since 2001 and covers all of the key themes and issues of the area.
Key themes and areas covered include globalization, fast fashion, luxury fashion, offshoring, business-to-business, forecasting, sourcing, supply chain management, new product development, design management, logistics, range planning, color prediction, market testing, e-commerce, and strategy.
目次
- Global markets and Global supplies
- Supply chain strategies, structures and relationships
- The challenges of fashion buying and merchandising
- Segmenting fashion consumers: Reconstructing the challenge of consumer complexity
- Developing a research agenda for the internationalization of fashion retailing
- Retail brand marketing in the fashion industry
- Competitive marketing strategies of luxury fashion companies
- Store environment of fashion retailers: A Hong Kong perspective
- The process of trend development leading to a fashion season
- Innovation management in creating new fashion
- Consumers and their negative selves, and the implications for fashion marketing
- Fashion retailer desired and perceived identity
- Fashion E-tailing
- The international flagship stores of luxury fashion retailers
- The making and marketing of a trend
- Approaches to doing research
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