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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:

Exporting for the fashion industry

Deanna Clark-Esposito

Source: A Practical Guide to Fashion Law and Compliance, 2018, Fairchild Books Library

Book chapter

A rise in an awareness of the importance of reshoring has been especially noticeable in the fashion industry, and particularly so within cities which had enjoyed historical economic prominence thanks to the industry. One such example is that of New York CityNew York City, where several notable facilities have opened up to support local garment manufacturing and fashion innovation such as the Brooklyn Design + Fashion Accelerator of Pratt College, and Manufacture NY.

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)

Trend-Forecasting Agencies—Backstage Legitimacy

Jenny Lantz

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

Book chapter

backstage legitimacyWe think we have over 50 per cent market share. We are what Google is to search … We are the giant of the group. The Worth brothers were there at the right time and they flipped it from being a publication model coming two times a year to being an online model, which has really mirrored and enabled the fast fashion movement, so WGSNWGSN has been the key driving force in fashion the last ten years. (Neil Bradford, CEO, WGSN)

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

Fashion Accessories Presentations

Linda Tain

Source: Portfolio Presentation for Fashion Designers. Fourth Edition, 4th Edition, 2018, Fairchild Books Library

Book chapter

category specificsThe major areas of Categoriesfashion accessoriesfashion accessories are the following:

Creative Thinking: Getting Outside the Box

Judy Bell and Kate Ternus

Source: Silent Selling. Best Practices and Effective Strategies in Visual Merchandising, 5th Edition, 2017, Fairchild Books Library

Book chapter + STUDIO

Visual merchandising is a creative occupation. Success in this field depends on a person’s ability to infuse creativity into every part of the job. The discussion of creative thinking that launches this text should set a mood that encourages you to explore and internalize the creative retailing methods and strategies introduced in each chapter—in short, make it all your own. Your ability to absorb the information presented in this book and adapt it to your own practical use on the job is just as

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

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

Presentation Trends for Knitwear

Lisa Donofrio-Ferrezza and Marilyn Hefferen

Source: Designing a Knitwear Collection. From Inspiration to Finished Garments, 2nd Edition, 2017, Fairchild Books Library

Book chapter + STUDIO

The purpose of your portfolio is to clearly represent your skills and highlight your best work. In an interview, your résumé states your qualifications, and your portfolio represents your mastery of skills you bring to the job. Be focused and concise in what you include in your portfolio. Do not show volumes of work. Show only your best work.

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).

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.

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.”

Stage 6: Communication

Karl Aspelund

Source: The Design Process, 3rd Edition, 2015, Fairchild Books Library

Book chapter

Designing is, among other things, the art of communicating an idea toward a solution to a specific problem. Communication is therefore a key issue throughout the whole design process. Presentations and discussions, large and small, take place from the very beginning of your inspirational stage onward. Presenting communication as a separate stage of the process should in no way be taken to mean that it is only important at this stage. It is simply presented as the sixth stage because at this point

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

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

Bibliographic guide

Fashion weeks have become a global phenomenon during the twenty-first century, as hundreds of cities around the world organize events in the hope of attracting attention from clients, retailers, and the press. The established capitals of fashion—Paris, New York, London, and Milan—increasingly share the spotlight with Lagos, New Delhi, and São Paolo, among many other cities. Fashion weeks traditionally center on the live showings of designers’ new, seasonal collections. Whereas such shows were onc, Berg Fashion Library

Untangling the Web

Melissa G. Carr and Lisa Hopkins Newell

Source: Guide To Fashion Entrepreneurship. The Plan, The Product, The Process, 2014, Fairchild Books Library

Book chapter

“Brands are changing the way they are handling their business. In the past, the main focus has been on product, promotion, and price. This focus is still important, but emphasis is now being given to commerce content, connection, community, and conversation,”DavidLipke. 2012. “VF Corp’s Karen Murray on Brand Evolution,” WWD, Apr. 04. Accessed Aug. 13, 2012. http://www.wwd.com/menswear-news/retail-business/vf-corps-karen-murray-on-brand-evolution-5843651. according to Karen Murray ofVF Corp. The r

The Digital and Web-Based Portfolio

Joanne Ciresi Barrett

Source: Designing Your Fashion Portfolio. From Concept to Presentation, 2013, Fairchild Books Library

Book chapter

Most designers work extensively on their portfolio, expending their design energy and presentation skills on a tangible book, something an interviewer can experience through touch. Design directors, creative directors, merchandise managers, and CEOs within the fashion industry place utmost importance on the portfolio as the top qualifying credential in reviewing a candidate for a design job.

Chapter twenty-three: The Fashion Retailer

Jay Diamond and Ellen Diamond

Source: The World of Fashion, 5th Edition, 2013, Fairchild Books Library

Book chapter

Good taste shouldn’t have to cost anything extra.

Caught on Camera: The Fashioned Body and The Criminal Body

Nilgin Yusuf

Source: Fashion Media. Past and Present, 2013, Berg Fashion Library

Book chapter

Fashion. noun; a popular or the latest style of clothing, hair decoration or behaviour *the production and marketing of new styles of clothing and cosmetics *a manner of doing something.

Developing a Road Map for Success

Michele M. Granger and Tina M. Sterling

Source: Fashion Entrepreneurship. Retail Business Planning, 2nd Edition, 2012, Fairchild Books Library

Book chapter + STUDIO

To an entrepreneur in today’s fast-changing environment, the business plan is critical. A business plan is a written document outlining a direction for where the business is going and how it is going to get there. If approached objectively, the business plan addresses whether the concept is feasible, whether there is enough money to start and sustain the business through the start-up phase, what makes the best use of time and money, and whether there is a market large enough for the business to b

Building a Business Using the Web

Michele M. Granger and Tina M. Sterling

Source: Fashion Entrepreneurship. Retail Business Planning, 2nd Edition, 2012, Fairchild Books Library

Book chapter + STUDIO

Thousands of new e-businesses start every year. Why so many? There are numerous reasons; however, the primary ones include low start-up costs, a steady stream of new customers (often global), diverse products to sell, and a wide range of sellers specializing in varied product categories:

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