01805cam a2200277 i 450000100190000000500170001900800410003602000180007703500220009503500240011704000470014104100080018805000240019610000280022024500770024825000190032526400470034430000570039150000270044850400510047552009050052665000260143165000200145765000250147765000250150299110743056790619620241218140529.0230923s2024    enka     b    001 0 eng d  a9781529420326  a(OCoLC)1398569725  a(OCoLC)on1398569725  aYDXbengerdacYDXdTOHdOCLCOdYDXdOCLCO  aeng 4aHD9940.A2bP67 2024  aPosner, Harrieteauthor10aMarketing fashionb: strategy, branding and promotionc/ Harriet Posner.  aThird edition. 1aLondon :bLaurence King Publishing,c2024.  a288 pages :billustrations (chiefly color) ;c26 cm.  aPrevious edition 2015.  aIncludes bibliographical references and index.  aMarketing Fashion is a practical guide to the fundamental principles of marketing, branding and promotion, from creating a customer profile to developing a brand identity. The book explains key concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market.

For this third edition, examples drawn from a broad range of fashion, textile and retail have been updated to include more on social media and digital and emerging technologies, such as fashion in the metaverse. The updated text increases the focus on sustainability issues, while also tracing recent disruptions to traditional marketing frameworks such as degrowth. There are also more examples of global fashion weeks and brand collaborations. The book will appeal to students at degree or foundation level as well as those contemplating a career in the fashion industry. 0aFashion merchandising 0a Clothing trade 0aBranding (Marketing) 0aAdvertisingxFashion