Results: Text (91) Images (0)

Filtered by:

Clear filters
Sort by
Results per page
Results showing
1 - 25 of 91 (4 pages)
    Page 1 of 4
Careers in 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

Fashion stylistdiversifyingIn this chapter you will learn:

How to Research Trends

Aki Choklat

Source: Menswear Trends, 2018, Fairchild Books Library

Book chapter

In trend forecasting we are not initially researching one particular area of interest, but gathering information on as many areas as possible. Even in fashion, one needs to be aware of what is happening in areas as diverse as politics and the economy. These areas are intertwined and ultimately influence fashion. Politics directly influences society and economics, which will ultimately influence spending. At times of economic uncertainty, spending goes down and also becomes more concentrated on es

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.

Trade Organizations and Sources

Martin M. Pegler and Anne Kong

Source: Visual Merchandising and Display, 7th Edition, 2018, Fairchild Books Library

Book chapter + STUDIO

Although visual merchandisers are often artists and craftspeople involved in aesthetics and the arts, they are also essentially businesspeople. They are in the business of presentation, and their purpose is to sell the store and the merchandise within it. As businesspeople and craftspeople with specific talents, there are professional organizations available to them. These trade organizations are different from trade unions. Whereas unions might have a widely diversified membership, the trade org

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

South America

Brenda Sternquist and Elizabeth B. Goldsmith

Source: International Retailing, 3rd Edition, 2018, Fairchild Books Library

Book chapter + STUDIO

After studying this chapter, you should be able to:

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.

Turkey

Elida Camille Behar, Shubhapriya Bennur and Serkan Yalcin

Source: Retailing In Emerging Markets, 2nd Edition, 2017, Fairchild Books Library

Book chapter

Turkeyemerging marketsTurkeyAfter reading this chapter, you will

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

Fashion marketing and digital technologies

Clare Harris

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

Book chapter

Fashion—styles and trends in clothing and accessories—is an important part of our culture and economy. The fashion system is a term used to describe everything that is part of fashion—its art and craft, business and industry, production and consumption, and the language and imagery it uses.

Fashion and online marketing

Clare Harris

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

Book chapter

While the simplicity of Facebook makes it accessible for a range of fashion practitioners, a website is probably still the most important piece of a fashion marketer’s online toolkit and how it is built will have an impact on its usability and search engine optimization (SEO).

Fashion and film

Clare Harris

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

Book chapter

Fashion and film have had a long and productive relationship. Costume is extremely important in film; costume designers work as storytellers, their designs helping to bring characters to life.

Fashion and mobile media

Clare Harris

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

Book chapter

Mobile devices allow customers to shop at any time on whatever device they want to use. Because of this, mobile marketing focuses less on the devices that are used and more on the customer’s ‘journey’.

Digital spaces and innovations

Clare Harris

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

Book chapter

Changes in digital technologies, increased online connectivity, and new shopping habits have all played a role in the shift towards an omni-channel shopping experience. The choice and personalization of services that consumers now experience online also needs to translate across to physical stores.

Thailand

Takeshi K.N., Monthinee Tricharoenrat, Shubhapriya Bennur and John Walsh

Source: Retailing In Emerging Markets, 2nd Edition, 2017, Fairchild Books Library

Book chapter

Turkeyoverview and history“Thainess, ”Thailandretailers, domesticThailandoverview and historyemerging marketsThailandThailandAfter reading this chapter, you will

Garment Styling

Sandra Keiser, Deborah Vandermar and Myrna B. Garner

Source: Beyond Design. The Synergy of Apparel Product Development, 4th Edition, 2017, Fairchild Books Library

Book chapter + STUDIO

“I wish I had invented blue jeans. They have expression, modesty, sex appeal, simplicity—all I hope for in my clothes.”

Fashion’s World Cities

Valerie Steele

Source: Paris Fashion. A Cultural History, 3rd Edition, 2017, Berg Fashion Library

Book chapter

Paris has changed, the system has changed, everything has been transformed. For the system to function, the participants have to be international, production has to be international. It’s clear that we no longer can or should be 100% French anymore.

The Fashion Magazine: From Print to Pixel

Jon Cope and Dennis Maloney

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

Book chapter

This chapter looks at the emergence fashion magazines, how they achieved their promotional power, and how they evolved into multiplatform entities. Defining the roles and processes of the magazine, it discusses whether printed matter is becoming obsolete, and outlines how contemporary promoters may exploit the opportunities for brands created by new magazine formats. It also delves into the challenges of new formats, and explores the future of fashion publishing.

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.”

Walter Van Beirendonck

Paula Alaszkiewicz

Source: Fashion Photography Archive, 2015, Fashion Photography Archive

Designer Biography

Back to top
Results showing
1 - 25 of 91 (4 pages)
Page 1 of 4