000			02829cam a22003018i 4500
001			22851648
005			20240723122417.0
008			221103s2023 nyu b 001 0 eng
010			_a 2022052630
020			_a9781398609020
040			_aDLC _beng _erda _cDLC
041			_aeng
050	0	0	_aHD9940.A2 _bL69 2023
100			_aLowe, Alison _eauthor _923921
245	1	0	_aFashion brand management _b: plan, scale and market a successful fashion business _c/ Alison Lowe.
260			_aNew York, NY : _bKogan Page, _c2023.
300			_axiii, 304 pages : _billustrations, tables, charts (black and white) ; _c25 cm.
504			_aIncludes bibliographical references and index.
505			_aIntroduction : the changing reality of the fashion industry — Putting the customer first — Competitive advantage — Purpose, planet, people — Business foundations for fashion brands — Product design and development — Supply chain management — Brand storytelling and management — Innovation and technology — Driving sales — Marketing and promotion — Finance — Future entrepreneurial advantage for fashion brands.
520			_aHow do you develop an effective strategy for launching a fashion brand? What marketing activities do you need to undertake to identify and engage with your customers? How are new technologies shaping business models? This definitive guide explains the realities of the fashion industry. Fashion Brand Management is an introduction to how to operate a fashion business in a multi-trillion revenue industry. Written by a leading innovator in the fashion industries, it's a guide to conceptualizing, developing and building a successful brand. It explains key need-to-know marketing and branding models and shows you how to apply them successfully to your business, such as Porter's Five Forces and Generic Strategy, Kapeferer's Brand Identity Prism, the 10 P's of marketing, how to differentiate your value proposition using Sinek's Golden Circle and Greiner's Growth Strategy. Fashion Brand Management looks at the key challenges facing today's fashion industry and explores the ways in which both micro-brands and international businesses need to adapt. It explores issues such as an uneven recovery, logistics gridlock, the impact of the metaverse, the circular economy, digital only collections, social selling and see-now-buy-now. Using case studies from a range of brands and covering luxury, mainstream and discount, this textbook is supported by online resources which include questions, extra resources and lecture notes.
650		0	_aFashion merchandising _98540
650		0	_aNew products _98236
650		0	_aBranding (Marketing) _96284
650		0	_aStrategic planning _93573
650		0	_aCustomer relations _93627
650		0	_aConsumer behavior _9997
942			_2lcc
999			_c4279 _d4279