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Photo Styling

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

Editorial styling, 6Photo stylingIn this chapter you will learn:

Application of Trend Data

Aki Choklat

Source: Menswear Trends, 2018, Fairchild Books Library

Book chapter

TrendinformationTextile View (magazine) Trends and trend research are useful in several different areas of the men's fashion business. Within larger menswear corporations there are often specific menswear brands that utilize trend information in various different ways, from packaging to selection of materials. Similarly, retailers use numerous sectors, such as general trend direction, colour and material information, to influence their decision process from visual merchandising to buying.

Making Market Visits and Negotiating with Vendors

Richard Clodfelter

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

Book chapter + STUDIO

market visits. negotiationpreparing for,Most buyers begin searching for merchandise in domestic markets because of their closeness and accessibility. However, lower costs are the primary reason that buyers seek out appropriate foreign markets today. As they prepare for trips to either foreignmarket visits. negotiationtypes of markets,Garment District (New York City),or domestic markets, buyers will typically findcentral market,central markets, merchandise/apparel marts, and expositions/trade show

Careers in Fashion

Elaine Stone and Sheryl A. Farnan

Source: The Dynamics of Fashion, 5th Edition, 2018, Fairchild Books Library

Book chapter + STUDIO

Quick response (QR) code,Magazines,Godey's Lady's Book (magazine),Auxiliary services, in fashion industry,offered by the media,Advertising and publicity,radio,Successful brands require effective communication. Utilizing media outlets such as print, television, Radio, advertising on,radio, social Broadcast media,Televisionmedia, and the Internet, promotions on,Websitesinternet is crucial to developing and delivering the brand message to the consumer. Media outlets offer three broad categories of s

Marketing Communications

Fiona Armstrong-Gibbs and Tamsin McLaren

Source: Marketing Fashion Footwear. The Business of Shoes, 2017, Fairchild Books Library

Book chapter

Establishing and maintaining a fashion footwear business, brand, or service requires consideration of various marketing activities and how to blend them together. Although awareness of the customer, the product, pricing, and where the product is sold is essential, it is also important to know how to communicate and promote the brand.

Visual Merchandising and Design Concepts for Retail, E-Tail and Wholesale

Fiona Armstrong-Gibbs and Tamsin McLaren

Source: Marketing Fashion Footwear. The Business of Shoes, 2017, Fairchild Books Library

Book chapter

Through the exploration of key visual merchandising and design principles, this chapter discusses some of the challenges that are specific to footwear and how these obstacles are overcome through the use of innovative and practical solutions in wholesale, retail, and now e-tail.

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.

Merchandise Planning

David Shaw and Dimitri Koumbis

Source: Fashion Buying. From Trend Forecasting to Shop Floor, 2nd Edition, 2017, Fairchild Books Library

Book chapter

Merchandise planners have to gauge daily, weekly, and seasonal demand for what is probably one of the most difficult consumer products to predict. This difficulty arises from a number of factors, of which the need to successfully monitor and control stock is perhaps the most significant. If a fashion business has too little stock, it will potentially lose sales to competitors; on the other hand, if it has too much stock, it will have invested buying money that is effectively “dead.”

So You Want to be in Fashion? Fashion Auxiliary Services

Elaine Stone and Sheryl A. Farnan

Source: In Fashion, 3rd Edition, 2017, Fairchild Books Library

Book chapter + STUDIO

As consumers, we expect to find what we want, when we want it, and where we want it, every day of the year. In the fall, back-to-school merchandise better be in stores, and the colors must be new and up-to-date. During the holiday months, gift merchandise and new items for holiday parties are expected. During spring and summer months, we expect new colors, silhouettes, and fabrics to brighten up our wardrobes and take us through spring days to the hot, muggy days of summer.

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.”

The Fashion Show: from Couturier to Catwalk

Jon Cope and Dennis Maloney

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

Book chapter

This chapter examines types of fashion shows and their essential components. We discuss the evolution of the show, and how online technologies and social media have accelerated promotion before, during, and after the event. Finally, we look to the future and ask whether a wider audience reach means the end of the front row.

Eleven: Bending Over Backwards: Lululemon Athletica

Joseph H. Hancock

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

Book chapter

Dennis “Chip” Wilson established Lululemon after taking his first yoga class because he found it to be completely exhilarating. He had previous experience in the surf, skate, and snowboard industry and felt that since a post-yoga workout was so similar, yoga would be an excellent addition.LululemonAthletica, “Lululemon Athletica: Our Company History,” http://www.lululemon.com/about/history (accessed April 25, 2015). During this time, the cotton clothing being used for yoga workouts appeared the w

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.”

Public Relations

Kristen K. Swanson and Judith C. Everett

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

Book chapter

“In recent years, the business of fashion PR has been transformed by a series of seismic forces. Digital technology has reshaped the media landscape, giving rise to new communications strategies rooted in the realities of the Internet: open, conversational, immediate and always-on.”

Promotion Planning And Budgeting

Kristen K. Swanson and Judith C. Everett

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

Book chapter

“In the 50 years that we’ve been in business, we’ve had a lot of different kinds of partnerships. What we have learned is that we have to find people who see the world the same way that we do.”

Promotion Organization

Kristen K. Swanson and Judith C. Everett

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

Book chapter

— Gap’s chief Marketing officer, Seth Farbman (Zmuda, 2014, ¶3)

Retail Research Directions in Today’s Retail Environment

Jay Diamond, Ellen Diamond and Sheri Litt

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

Book chapter

Retailers must make a variety of decisions concerning store location, merchandising, advertising and promotion, customer services, human resources, sales methods, and competition. They must study each area so that they will be able to function in the most profitable manner. The following sections list the types of questions retailers should consider about these areas; some of them relate exclusively to brick-and-mortar establishments and others relate more to off-site or on-site ventures.

The Human Resources Division

Jay Diamond, Ellen Diamond and Sheri Litt

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

Book chapter

One of the problems that continues to plague retailing (as well as other businesses) concerns equal employment opportunities for women and minorities. Whereas past business practices had shown favoritism in advancing male Caucasians, the playing field has somewhat leveled in recent years. Once relegated to positions at the lower levels of employment even though they demonstrated the qualities necessary to move into upper management, employees who were formerly passed over are now making gains in

Servicing the Fashion Shopper

Jay Diamond, Ellen Diamond and Sheri Litt

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

Book chapter

In this age of multi-channel retailing, personal selling goes far beyond the confines of the brick-and-mortar operations. Many websites have links that directly connect the shopper with a responsive salesperson. Catalog users calling in their selections are greeted by company representatives who are not only there to take orders but also to answer questions and perhaps use “suggestion selling” for additional merchandise to expand the purchase.

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 &

Marketing for the Retailer

Michele M. Granger

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

Book chapter

Retailers look at methods of differentiating their business from those of competitors through the four Ps of marketing: price, product, placement, and promotion. A fifth P of marketing can be added—the people or consumers who are targeted as potential customers or product users, referred to as the target market. These market variables, referred to as the marketing mix, when combined, must reinforce the image of the company and its products to the potential and active customer. All five elements s

The Message

Judith C. Everett and Kristen K. Swanson

Source: Guide to Producing A Fashion Show, 3rd Edition, 2013, Fairchild Books Library

Book chapter + STUDIO

Promotion is a comprehensive term used to describe all of the communication activities initiated by the seller to inform, persuade, and remind the consumer about products, services, and/or ideas offered for sale. In addition to fashion shows, common promotion activities in the fashion field involve advertising, direct marketing, interactive and social media, personal selling, public relations, special events, and visual merchandising. In practice, there is some confusion in how these terms are us

Marketing

Elizabeth Galton

Source: Basics Fashion Design 10: Jewellery Design. From Fashion to Fine Jewellery, 2012, Fairchild Books Library

Book chapter

Today jewellery brands sell products using sophisticated images, campaigns and styling transmitted through a wealth of media including flagship stores, pop-up shops, digital magazines, online stores, web films, apps and virtual fashion shows.

Media and PR

Gwyneth Moore

Source: Fashion Promotion. Building a Brand Through Marketing and Communication, 2012, Fairchild Books Library

Book chapter

Fashion public relations (PR) has developed into a fast-paced and competitive industry that attracts large numbers of eager interns and graduates each year. For many of those interested in fashion PR careers, getting unpaid agency or in-house experience is a valuable foot in the door to an industry that is perceived as both glamorous and exciting. The reality can be glamorous, but it is also a demanding occupation that is often less well paid than similarly graded PR roles in other industries.

Developing and Maintaining Profitable Customer Relationships

Patricia Mink Rath, Richard Petrizzi and Penny Gill

Source: Marketing Fashion. A Global Perspective, 2012, Fairchild Books Library

Book chapter

There is no question that both fashion and marketing influence many facets of our daily life, even when we’re not directly aware of that influence. Fashion adds newness and freshness to the clothes we wear, the products we use, the cars we drive, and the activities we enjoy. Marketing not only informs us about the existence of those fresh new offerings, but it is also a driving force behind how new products are conceived and designed, how they are presented and sold to us, and at what point they

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