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Portfolio Building, Branding, and Networking

Shannon Burns-Tran and Jenny B. Davis

Source: Style Wise. A Practical Guide to Becoming a Fashion Stylist, 2nd Edition, 2018, Fairchild Books Library

Book chapter + STUDIO

In this chapter you will learn:

Today’s Buying Environment

Richard Clodfelter

Source: Retail Buying. From Basics to Fashion, 6th Edition, 2018, Fairchild Books Library

Book chapter + STUDIO

Retailing consists of all the business activities involved in the selling of goods and services to the ultimate consumers. Retailing, however, does not always require a store. Catalog sales, vending machines, e-commerce, and mall kiosks all fit within the scope of retailing. No matter where retailing occurs, however, someone must perform the buying function. Buying is the business activity that involves selecting and purchasing products to satisfy the wants and needs of consumers. Buying involves

Obtaining Assistance for Making Buying Decisions

Richard Clodfelter

Source: Retail Buying. From Basics to Fashion, 6th Edition, 2018, Fairchild Books Library

Book chapter + STUDIO

Marketing research is a systematic process of gathering, recording, and analyzing information about problems related to marketing. Good marketing research must be conducted in a comprehensive, step-by-step process; it cannot be haphazard. Marketing research involves using information, or data, from many different sources. As a buyer you must be able to do more than locate information; you must be able to analyze and use the information that you collect.

Forecasting

Richard Clodfelter

Source: Retail Buying. From Basics to Fashion, 6th Edition, 2018, Fairchild Books Library

Book chapter + STUDIO

forecast,scope of,Buyers typically develop forecasts to answer questions such as these:

Constructing Fashionable Dress and Identity in Bhutan

Emma Dick

Source: Modern Fashion Traditions. Negotiating Tradition and Modernity through Fashion, 2018, Berg Fashion Library

Book chapter

The relationship between ‘western style’ tailoring education and the construction of street-style fashion in Bhutan is the focus of the chapter by Emma Dick. She argues that there has been a unique interplay between exposure to international fashions and the projection of national dress in the emergence of a distinct language of street-style and associated identity in Bhutan. Central to the development of a fashion-conscious Bhutanese identity has been the blend of traditional media and new socia

Brief history of contemporary fashion

Chelsea Rousso and Nancy Kaplan Ostroff

Source: Fashion Forward. A Guide to Fashion Forecasting, 2nd Edition, 2018, Fairchild Books Library

Book chapter + STUDIO

The “spirit of the times,” or zeitgeistzeitgeist, refers to the current state of culture: the expression of the present. The mode of an era is determined by a complex mixture of historical, social, psychological, and aesthetic factors. During each era, creative artists and designers are inspired by current influences that they interpret into innovative ideas and products. It is not surprising that there are commonalities that influence an era. New aesthetics, newaesthetics can often be found in v

Market and sales research for forecasting

Chelsea Rousso and Nancy Kaplan Ostroff

Source: Fashion Forward. A Guide to Fashion Forecasting, 2nd Edition, 2018, Fairchild Books Library

Book chapter + STUDIO

market research firmsinformation sourcesmarket research firmsMany independent market research firms that focus on the fashion and apparel industries conduct studies and provide information that can benefit forecasters. From reports detailing product and market trends to marketing strategies, research firms analyze and project marketing opportunities. They aim to explain what is being purchased as well as where, when, why, and how consumers are buying. They monitor retail through audits and track

Digital Disruption of the Fashion Industry

Wendy K. Bendoni

Source: Social Media For Fashion Marketing. Storytelling in a Digital World, 2017, Fairchild Books Library

Book chapter

The business of fashion has undergone a revolution in the digital age of social media. It has democratized, disrupted, and even shifted the business model of the traditional fashion system. Most fashion industry veterans barely recognize the industry from a decade ago and continue to adapt to the emergence of new technologies and their influence on the new fashion consumer. This transition is not limited to marketing and management, but permeates to the core of design itself. While blogs and soci

Introduction to the Digital Landscape

Wendy K. Bendoni

Source: Social Media For Fashion Marketing. Storytelling in a Digital World, 2017, Fairchild Books Library

Book chapter

The evolution of the Internet over the past two decades has paved the way for social media networks to capitalize on today’s hyper-connected world. Social media is all about capturing and sharing the in-the-moment updates, and delivering the message of “real time” (live stories). Digital innovation continues to influence the expectations of marketers, managers, and consumers alike. In the previous chapter, we explored how the digital landscape disrupted the traditional fashion industry and forged

The Rise of the Hyperconnected Consumer

Wendy K. Bendoni

Source: Social Media For Fashion Marketing. Storytelling in a Digital World, 2017, Fairchild Books Library

Book chapter

With over three billion Internet users and two billion social media users, it is no wonder that there is a shift in the behavior of consumers with the connected world around them (Kemp, 2015). Consumers continue to embrace these connections at accelerated rates through the adoption of mobile applications, social media communities, and the Internet itself. In this chapter, we will investigate these new connected consumers to see how they have adopted digital/social networks as part of their everyd

Strategic Marketing in the Digital Age

Wendy K. Bendoni

Source: Social Media For Fashion Marketing. Storytelling in a Digital World, 2017, Fairchild Books Library

Book chapter

In this chapter, we will take a closer look at social media marketing’s role in integrated marketing communication strategies, social influence marketing, and affiliate alliances. Through interviews with digital and marketing industry leaders, we will learn the steps involved in the planning stages of a digital strategy and the growth of influencer power. We will also evaluate how brands and retailers approach strategy development, execution, and assessment of their marketing efforts across multi

The Evolving Measurable Impact of Social Media

Wendy K. Bendoni

Source: Social Media For Fashion Marketing. Storytelling in a Digital World, 2017, Fairchild Books Library

Book chapter

Throughout this textbook, we have explored the theory and practice of digital and social media marketing. In this chapter we turn to experts working in the industry to give us further insight into the fields of search engine optimization (SEO), search engine marketing (SEM), and data contextualization. This chapter will evaluate how the industry is challenging new technologies, developing stronger data set algorithms, and changing the way brands market to consumers as a whole. We will also examin

Social media and fashion marketing

Clare Harris

Source: The Fundamentals of Digital Fashion Marketing, 2017, Fairchild Books Library

Book chapter

Social media refers to the media—in the form of video, audio, images, and text—that we create, receive, and share in online social spaces such as video hosting sites, blogs, and social networks.

Menswear Presentations

John Hopkins

Source: Menswear, 2nd Edition, 2017, Fairchild Books Library

Book chapter

There are three responses toa piece of design—yes, no,and wow! Wow is the one toaim for.

Advertising and Public Relations: From Verbal to Viral

Jon Cope and Dennis Maloney

Source: Fashion Promotion in Practice, 2016, Fairchild Books Library

Book chapter

After explaining what advertising and public relations are, how they differ, and what they do, this chapter outlines how these deeply intersecting promotional disciplines combine in integrated campaigns to exploit the proliferation of digital channels that have transformed consumer communications during the Internet era. Q&As with practitioners offer insights into these vital segments of the industry in what some have called the “post-advertising era.”

Nine: Eyes Beyond the Brand: Warby Parker

Joseph H. Hancock

Source: Brand Story. Cases and Explorations in Fashion Branding, 2nd Edition, 2016, Fairchild Books Library

Book chapter

Eyeglasses are made and manufactured by a small number of companies. To understand the eyeglasses industry it is important to know who the key players are in this market. Merchandisers must also understand the eyewear markets because most fashion designers and luxury brands carry sunglasses as a key entry point for consumers to buy into the brand. Cologne, handbags, and eyewear are usually three of the most purchased items. This chapter summarizes some of the key brands in the eyeglasses markets

Twelve: Cobranding Fashion for the Masses: Topshop/Topman

Joseph H. Hancock

Source: Brand Story. Cases and Explorations in Fashion Branding, 2nd Edition, 2016, Fairchild Books Library

Book chapter

Celebrity collaborations are global and far-reaching. Great Britain’s version of UNIQLO and H&M is Topshop/Topman. But Topshop/ Topman has done things a little differently by taking the discount model and giving it a little more panache and style. This retailer has branded itself as the complete one-stop shop for one’s entire wardrobe, hair, makeup, and even eyebrows.

New Media

Kristen K. Swanson and Judith C. Everett

Source: Promotion In The Merchandising Environment, 3rd Edition, 2016, Fairchild Books Library

Book chapter

“E-commerce is the best way for men to shop. It’s convenient, and guys don’t want to go out and shop.”

Popular Culture And Forecasting

Evelyn L. Brannon and Lorynn Divita

Source: Fashion Forecasting, 4th Edition, 2015, Fairchild Books Library

Book chapter + STUDIO

It used to be that we had six months to show something and then manufacture it. Now it only takes a week to copy something from an image on the Internet. So creatively, you have to be more and more unique.

Communicating to Customers Through Electronic Media

Jay Diamond, Ellen Diamond and Sheri Litt

Source: Fashion Retailing. A multi-channel approach, 3rd Edition, 2015, Fairchild Books Library

Book chapter

This is the “Age of Information” in retail, and shoppers are smarter, have more choices and are more price savvy. The new paradigm in retail directly impacts businesses now more than ever as the consumers’ expectations have changed, mostly due to technology. Smart phones and personal tablet devices empower casual and experienced shoppers alike with real-time information on every product ever sold. Consumers have immediate access to prices, product specifications, and alternative stores. Consumers

Trend Forecasting

Michele M. Granger

Source: The Fashion Industry and Its Careers: An Introduction, 3rd Edition, 2015, Fairchild Books Library

Book chapter

Interviewed by Jared Bajkowski

Resource Management: Sales, Finance and Accounting, and Human Resources

Michele M. Granger

Source: The Fashion Industry and Its Careers: An Introduction, 3rd Edition, 2015, Fairchild Books Library

Book chapter

You likely know people who are natural-born salespersons. You may even be one of these people with the enthusiasm, drive, and persuasive skills to consistently sell products, services, or ideas. These people enjoy the thrill of the chase and the excitement of the closing. The best salespersons are skilled at, almost instantly, building a rapport with customers. Through observation and active listening, sales gurus can determine the customers’ needs and desires and then, by emphasizing the benefit

Promotion for the Designer and Manufacturer

Michele M. Granger

Source: The Fashion Industry and Its Careers: An Introduction, 3rd Edition, 2015, Fairchild Books Library

Book chapter

What is the difference between consumer and trade publications? A consumer publication is readily available to the layperson, the general customer. The consumer may subscribe to the periodical, online or in print, or purchase it at a store. Nearly all consumer lifestyle publications feature some type of fashion content (e.g., People, Town & Country, and Travel ); some are devoted exclusively to fashion and interior design. Examples of fashion consumer publications include Vogue, In Style, House &

Digital Media and Visual Communication

Michele M. Granger

Source: The Fashion Industry and Its Careers: An Introduction, 3rd Edition, 2015, Fairchild Books Library

Book chapter

Digital media artists, also known as multimedia artists, create animation and digital effects for various media outlets, such as television, movies, and video games. They work primarily in three-dimensional models and animations. The general responsibilities of a digital media artist include (1) creating basic designs, drawings, and illustrations for product labels, direct mail, or television; (2) developing drawn images to be scanned, edited, colored, and/or animated by computer; and (3) constru

Visual Merchandising, Retail Design, and Interior Design

Michele M. Granger

Source: The Fashion Industry and Its Careers: An Introduction, 3rd Edition, 2015, Fairchild Books Library

Book chapter

Just as a Web developer builds a virtual business, the architect builds the brick-and-mortar business. The architect is a building designer who may work with a wide variety of structures. Those who specialize in serving retail clients have opportunities for projects ranging from small freestanding retail stores to large malls. These types of business locations are referred to as commercial real estate. Architecture is the creative blend of art and science in the design of environments for people.

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