FASHION MARKETING, ADVERTISING AND PROMOTION
A Guide to Fashion Forecasting
Published: FEB 22, 2018
Fashion Forward demystifies the exciting career of a fashion forecaster and fosters skills that will benefit any design professional. The book begins with an overview of fashion forecasting theories and concepts and then leads readers through a step-by-step guide to creating and presenting a forecast. The authors reveal the inner workings of global fashion forecasting through real-world examples and interviews with both influential forecasters and the designers who rely upon them. Fashion Forward enables readers to start spotting tomorrow’s trends today and compellingly communicate them—both visually and verbally—to inspire fashion innovators.
New to this Edition
- Current images and examples. Updated fashion photos to include current and trending images, professional presentations and forecast examples, plus new interviews and quotes.
- Covers the latest methods and technology. New coverage of social media, technology and data analytics practices in fashion forecasting.
- Enhanced global perspective. New content addressed the global apparel industry, emphasizes international forecasting firms, includes interviews with global forecaster and trend specialists, and more diverse images and examples throughout the book.
- Practical career information and hands-on application. Updated and expanded career opportunities sections and enhanced activities provide real-world simulations and insights.
- New online STUDIO resources offer students self-study quizzes, flashcards, additional projects and online resources.
PLEASE NOTE: Purchasing or renting this ISBN does not include access to the STUDIO resources that accompany this text. To receive free access to the STUDIO content with new copies of this book, please refer to the book + STUDIO access card bundle ISBN 9781501328350.
|eBook + Studio||9781501328343|
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Published: FEB 22, 2018
This new edition of the best-selling text is for anyone working in and learning about the exciting industry of visual merchandising. Martin Pegler and new co-author Anne Kong (FIT) zero in on all aspects of visual merchandising and display, from classic techniques to the most avant-garde developments. Using hundreds of examples from around the world, this text reveals how retailers can optimize their image with their target marketing by adding interest to window and interior displays. New sections on branding have been added to select chapters to guide readers toward ways of incorporating this important topic into their visual merchandising strategy.
- Contains six new case studies and extensively revised and updated images
- Updated chapters on lighting, fixtures, and interactive media reflecting the latest technology and practices
- Expanded sections on store planning including more information about CAD programs, floor plans and planograms
- New sections on Tools for Getting a Job including creating your own website and using platforms like Behance to showcase your portfolio
- Updated and new Go Green boxes discuss current topics in sustainability and visual merchandising
Visual Merchandising and Display STUDIO
-Study smarter with self-quizzes featuring scored results and personalized study tips
-Review concepts with flashcards of terms and definitions
-Watch videos that bring chapter concepts to life
This bundle includes Visual Merchandising and Display, 7th Edition and Visual Merchandising and Display STUDIO Access Card.
|Paperback + Studio||9781501315367|
|eBook + Studio||9781501315350|
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Luxury and Mass Markets
Published: SEP 08, 2016
As global economies grow and the cost of doing business increases, the brand is the pre-eminent business asset needed for success in global business development. Brand Management Strategies: Luxury to Mass Marketpresents the brand experience on a market continuum from mass market to luxury, using diverse examples from Burberry to BMW, Coca-Cola to Chanel, and Starbucks to Starwood. Underpinned by the author’s many years of practical experience as both a professor and brand consultant, this book details the proven steps necessary to develop, build, and sustain a successful brand, brand strategy, and business.
- Filled with current examples from fashion brands such as Burberry, Coach, Banana Republic, and Target and non-fashion brands including Apple, Samsung, Hyundai, Porsche, Ritz Carlton Hotels and more
- Brandstorming: Successes and Failures depict real world case studies of successful—and not so successful—branding strategies
- Experiential learning tools include learning objectives, bolded key terms, and end of chapter Conversationsdiscussion questions and Challenges projects and activities
- Study smarter with self-quizzes featuring scored results and personalized study tips
- Review concepts with flashcards of terms and definitions
- Instructor’s Guide provides suggestions for planning the course and using the text in the classroom, supplemental assignments, and lecture notes
- Test Bank includes sample test questions for each chapter
- PowerPoint® presentations include full color images from the book and provide a framework for lecture and discussion
This bundle includes Brand Management Strategies and Brand Management Strategies STUDIO Access Card.
|Paperback + Studio||9781501318436|
|eBook + Studio||9781501318429|
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Cases and Explorations in Fashion Branding
Published: MAR 10, 2016
Brand/Story: Cases and Explorations in Fashion Branding, Second Edition examines how a retailer, manufacturer, or designer label uses storytelling to grab a consumer's interest. For consumers, branding tells the story and creates the identity for a product, a person, and a company. Using 10 case studies on such notable brands as Levis and Vivienne Westwood, Brand/Story looks at what a fashion brand is about and why companies advertise the way they do. It enables the reader to think critically about branding—both the medium and the message—and not simply take advertisements and brands at face value.
New to this edition:
~Features 7 new brands including LuluLemon, Warby Parker, MAC Cosmetics and Topshop/Topman
~Over 40 new color images including advertisements for Ralph Lauren, Vera Wang, and Dolce & Gabbana
~Updated interviews with industry professionals including Nancy Mair, General Merchandise Manager, Burlington Stores and Jill Walker-Roberts, President of Walker-Roberts Consulting
~New Go Outside! exercises provide readers with scenarios in which they can apply what they learn to other brands they encounter
~Chapter objectives and discussion questions allow the reader to fully engage with the content
~Instructor's Guide and Test Bank provide suggestions for planning the course and using the text in the classroom
~ PowerPoint presentations include images from the book and provide a framework for lecture and discussion
Published: JAN 28, 2016
Fashion lives and dies by stories. Aiming to ‘tell the stories of fashion’, Fashion Promotion in Practice both instructs and inspires through an entertaining look at contemporary promotional practice within the fashion industry, showing you how you can apply this to your own future brands and campaigns.
Offering crucial insights into the how and why of promotional practice, Fashion Promotion in Practice explores the key issues and main areas of fashion promotion, including fashion film, the democratization of the catwalk, strategic brand collaborations, fashion magazines, celebrity endorsement, curating the fashion space, advertising, public relations, and campaign planning and evaluation. Each chapter also explores the key technologies, events and activities, which have shaped each practice.
Beautifully illustrated, this go-to guide for fashion promotion contains exercises, case studies and interviews with major industry professionals, including Oliviero Toscani, Adam Drawas, Rebecca Grant, Kathryn Ferguson, Georgia Hardinge and Josie Roscopp, Diane Pernet, Andrea Leonardi and Katie Baron, making it a must-read for all those involved in the fashion industry.
Published: SEP 24, 2015
With the rise of digital media, promotion remains a key element at each step of the merchandising process to communicate a clear message about a product, brand, or retailer to the end user. Promotion strategies that were once limited to traditional media—print ads, radio or TV commercials—must now integrate digital media and more innovative means of communication through social media to stay relevant. The third edition of Promotion in the Merchandising Environment explains the process of promotion and the promotion mix tools used for creating successful campaigns. With expanded coverage of digital media, updated examples and images of retail advertisements and promotional activities in each streamlined chapter, students will gain a full understanding of how to create a successful promotion campaign for retail products.
New to This Edition
~Updated chapter-opening vignettes relate the content of each chapter to the industry
~Now in full color with 60% new photographs, advertisements, charts and graphs
~New Chapter 3 “The Creative Process in Promotion” explains how the elements and principles of design are used in promotional activities and illuminates the creative relationship between retailers and advertising agencies
~New Chapter 8 “New Media” covers interactive retailing, e-commerce, and social media, such as Facebook, Twitter, Instagram, and Pinterest
~New end-of-chapter checklists for easy review of content and a new term-long advertising brand campaign assignment
~Emphasizes the concept of integrated marketing communications (IMC), the effects of consumers’ changing attitudes and how changes in technologies and distribution channels are driving communication and fashion promotion today
~Coverage has been streamlined to 14 concise chapters
~Instructor's Guide with Test Bank provides suggestions for planning the course and using the text in the classroom, supplemental assignments, lecture notes, and sample test questions
~PowerPoint presentations include images from the book and provide a framework for lecture and discussion
Consumer Behavior and Fashion Marketing
Published: OCT 23, 2014
How do consumers decide what to buy for their wardrobes and their homes? What drives them to choose one brand over another? This current textbook tells all about how consumer behavior theory and practice is applied in the fashion industry.
The second edition of Why of the Buy: Consumer Behavior and Fashion Marketing updates its presentation of how psychology, sociology, and culture influences consumers' fashion purchase decisions—and ultimately impacts the success of global fashion enterprises. The unifying element of this text is its presentation of current knowledge of consumer behavior applied to the fields of fashion and design in an enthusiastic and relevant way that will attract and engage students.
New to this Edition
~ New Chapter 11, Social Media and the Fashion Consumer, explores how the relationship between marketers, retailers, and consumers is aided by social media and the internet
~ Added discussion of Omnichannel retailing in Chapter 13
~ Expanded and updated coverage of technology, ethics, and social responsibility
~ What Do I Need to Know About …? list the objectives of each chapter and provide a roadmap for study
~ More than 20% new photos all in full color
~ Let's Talk features throughout each chapter encourage students to relate the topic to their experiences and observations
~ Case in Point and Point of View box features in each chapter offer real life case studies or current viewpoints on relevant consumer behavior and marketing topics
~ Chapter mini-projects offer an opportunity to apply chapter concepts to realistic fashion settings
~ Summaries, Key Terms, Questions for Review and Activities
Published: JAN 15, 2013
Guide to Producing a Fashion Show is the definitive source of information for anyone interested in fashion show production. All aspects of fashion show production are covered including: reasons to produce a show, planning, model selection, merchandise selection, staging and music, budgeting, show preparation, execution, and evaluation. The third edition is up to date with behind-the-scenes examples and expanded coverage of technology, the internet and social media, training amateur models and how to set up and run a dressing room. Whether the reader is experienced or a novice this text provides a step-by-step process for how to plan, organize, promote and execute an exciting fashion show.
Introducing Guide to Producing a Fashion Show STUDIO--an online tool for more effective study!
~Study smarter with self-quizzes featuring scored results and personalized study tips
~Review concepts with flashcards of terms and definitions
~Access samples of documents, forms and templates for all stages of planning and executing a fashion show
~Helpful templates include a budget form, supply checklist, and post-fashion show evaluation sheet, plus forms for promoting the fashion show, such as news release forms and an activity planning calendar and more
~Redeeming the code inside this card will give you full access to the content previously contained on the DVD or CD packaged with this book
This bundle includes Guide to Producing a Fashion Show 3rd Edition and Guide to Producing a Fashion Show STUDIO Access Card.
|Paperback + Studio||9781501395321|
|eBook + Studio||9781501395956|
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Building a Brand Through Marketing and Communication
Published: OCT 29, 2012
Fashion Promotion is an inspiring and practical guide to promoting a brand. It addresses the new ways in which brands engage with customers, through the latest digital channels as well as traditional methods. Topics covered include developing a brand from an original idea, the impact of blogging and street style sites, digital fashion, online and offline marketing techniques, creating the vision behind a brand, and public relations.
From marketing, PR and collaboration to creating brand visuals, Fashion Promotion guides readers through the ways in which any brand - large or small - can embrace the opportunities brought about by developments in digital communication, in order to engage with consumers in new and exciting ways.
A Global Perspective
Published: MAY 24, 2012
While rooted in traditional marketing principles, successful fashion marketing presents a unique set of opportunities and challenges. Marketing Fashion: 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 in depth contemporary issues such as technology, social responsibility and ethics, sustainability, and globalization, and considers effective strategies for various economic climates.
Published: MAR 17, 2011
Retail Advertising and Promotion explores how today’s retailers can effectively reach their existing customers while also attracting and retaining new ones. The only advertising book that focuses specifically on the retail industry, it covers historical perspectives, ethics, regulations, and current trends while featuring practical information on planning and budgeting and advice on how to work with advertising agencies. All forms of advertising media are covered, from newspapers and magazines to television, radio, outdoor advertising, and the Internet. The book also discusses promotional tools such as special events, visual merchandising, and public relations, providing students with all they need to coordinate successful advertising and promotional initiatives on behalf of a retail business. Instructors, contact your Sales Representative for access to Instructor’s Materials.
Theory, Principles & Practice
Published: JUN 21, 2010
Prior to the 1970s and 1980s, fashion marketing focused heavily (and perhaps solely) on women’s fashions. Today, fashion marketing influences all products and how consumers use these products. How products are marketed, when products are marketed, the evolution of products into different sizes, shapes, colors, and uses are all influenced by fashion marketers. Fashion marketing is taken to different levels from branding a person (e.g., Ralph Lauren, the person), a line of products (e.g., Lexus luxury cars), or a single product (e.g., Coach handbag). This much-needed text introduces new methods and technologies to apply today’s principles to future practices of fashion marketing.
Published: MAR 02, 2010
Fashion Public Relations delivers a practical approach to the world of public relations and image management, specifically related to the fashion industry. In-depth case studies feature prominent apparel and textile companies as well as outside public relations firms that serve them. Concentrating on the pragmatic aspects of public relations and the fundamentals of fashion public relations, the authors place principles and concepts in a real-world context that students will actually face in the business world. This textbook equips students with the essential approaches and techniques necessary for a successful career in fashion public relations.
Instructors, contact your Sales Representative for access to Instructor’s Materials.
Published: AUG 10, 2007
Promotion is a key element at each step of the merchandising process. Advertising, direct marketing, public relations, special events, and visual merchandising all work together to communicate the same message about a product, brand, or organization to the end user. Promotion in the Merchandising Environment, 2nd Edition, explains the process of promotion and describes the promotion tools available for creating successful campaigns. The book focuses on the comprehensive nature of promotion in the merchandising environment of fashion and related goods, emphasizing the changing nature of promotion in a global marketplace by using international examples. This book also introduces promotion strategies and techniques that can be used in a fashion environment or transferred to other disciplines or product categories. The text examines all the components of the promotion mix, considering both personal and nonpersonal techniques.