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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

Making and Marketing

Sheila Cliffe

Source: The Social Life of Kimono. Japanese Fashion Past and Present, 2018, Berg Fashion Library

Book chapter

The market research data in the “Kimono industryIndustry White Paper” revealed the strong downward trend in kimono sales after the economic bubble in the mid-1980s, see Chapter 3, Chart 3.1. The reasons were not only the increasingly poor state of the economy, but, as explained in that chapter, the unwieldy distribution system associated with a crafts-based industry and also the perceptions about kimono being expensive and difficult to wear that had been created by the industry itself. The effect

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.

Trend Forecasters—Fashion’s “Insurance Companies”

Jenny Lantz

Source: The Trendmakers. Behind the Scenes of the Global Fashion Industry, 2018, Berg Fashion Library

Book chapter

We used to say that if you can find areas of fear, uncertainty and doubt, that’s a sign that you should study them more closely. (Neil Bradford, CEO (2008–2009), WGSNWGSN)

Introduction: Anthropology, Street Style

Brent Luvaas

Source: Street Style. An Ethnography of Fashion Blogging, 2018, Berg Fashion Library

Book chapter

It was Monday, 26 March 2012, a windy and unseasonably cold afternoon in Center City, Philadelphia. I was standing on the corner of Walnut and 18th Street, a backpack swung over my shoulders, a Panasonic Lumix GF-1 micro-four thirds camera dangling from my neck. My head ached. My teeth were grinding with caffeine. And my eyes were dry and strained from overuse, darting continually back and forth, as I assessed the outfit of every person passing by. I remember being self-conscious about what I was

On ‘The Street’: A Conceptual History of Street Style Photography

Brent Luvaas

Source: Street Style. An Ethnography of Fashion Blogging, 2018, Berg Fashion Library

Book chapter

‘On street style photographydescription ofthe Street’ is the title of photographer Bill Cunningham, BillCunningham’s long-running weekly column (and now web video series) in the Sunday style section of the New York Times. It was also the title of Amy Arbus’ photo column in the Village Voice throughout the 1980s and 1990s. Midway through the first decade of the new millennium, Scott Schuman began using it as a heading for his posts on The Sartorialist, TheSartorialist website, followed by a ‘…’, t

Style Radar: On Becoming A Street Style Blogger and Knowing Whom to Shoot

Brent Luvaas

Source: Street Style. An Ethnography of Fashion Blogging, 2018, Berg Fashion Library

Book chapter

Let’s go back to that day in late March of 2012, where we started this book, my first time out ‘on the street’ as a street style blogger. I had brought my camera and a stack of photo release forms, a notebook for jotting down thoughts, and an iPhone for posting Twitter updates to a non-existent set of followers. I was anxious and over-caffeinated, with little idea of where to go and even less of what to do when I got there. So I went to the first location that popped into my head, South Street. S

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

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