Susan Dillon

The Fundamentals of Fashion Management (eBook, PDF)

• Format: PDF

Produktbeschreibung

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.

Produktdetails

• Verlag: Bloomsbury UK
• Seitenzahl: 224
• Erscheinungstermin: 4. Oktober 2018
• Englisch
• ISBN-13: 9781474271226
• Artikelnr.: 59742243

Autorenporträt

Susan Dillon is Director of Teaching and Learning at JCA at the London Fashion Academy, UK. She is an experienced fashion academic and her scholarly interests are in fashion design and management, evolving business models, slow fashion, sustainability and craft techniques, and the creation of sustainable fashion products and small brands.

Inhaltsangabe

Introduction 1. The Business of Fashion The fashion industry: An overview
The impact of technology Influential designers and global fashion brands
Case study: Burberry Chapter summary Checklist Exercise Interview: Jamie
Huckbody 2. Fashion Trend Prediction Understanding fashion forecasting and
trend prediction Product development, lifecycle and trends The forecasting
process Trend prediction as a tool for fashion brands Forecasting and trend
prediction companies Case study: Trendstop Chapter summary Checklist
Exercise Interview: Jaana Jätyri 3. Getting a Product to Market The fashion
organisation The role of the fashion manager Basic management methods for
fashion managers Marketing management theories and frameworks Case study:
Prada Chapter summary Checklist Exercise Interview: Simon Johnson 4.
Fashion Transition Fashion buying Fashion merchandising Global sourcing and
the supply chain Retail Distribution channels Case study: Topshop app
Chapter summary Checklist Exercise Interview: Michelle Vaughan 5. Fashion
Marketing and Communication Understanding marketing The fashion consumer
Fashion promotion Fashion communication Case study: ZARA marketing strategy
Chapter summary Checklist Exercise Interview: Jamie Holloway 6. The Fashion
Machine The fashion calendar The fashion press Fashion editorial Fashion
curating, online exhibition and the trade show Case study: The future of
New York Fashion Week Chapter summary Checklist Exercise Interview:
Charmone Diane Williams 7. Fashion Entrepreneurship and Management
Entrepreneurial practice Developing new concepts through to
commercialization Identifying market opportunities in the 21st-century
global fashion industry New and emerging business models Planning and
management of the creative enterprise Raising finance for creative projects
Understanding IP and protecting design work Case study: Nabil Nayal Chapter
summary Checklist Exercise Interview: Nabil Nayal Conclusion Bibliography