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The Movement of Fashion

Elaine Stone and Sheryl A. Farnan

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

Book chapter + STUDIO

We have likened the movement of fashion to the movement of a river. As dress historian James Laver, James,Laver said, in comparing the fashion cycle to a force of nature, “Nothing seems to be able to turn it back until it has spent itself, until it has provoked a reaction by its very excess.”JamesLaver, Taste and Fashion, rev. ed. (London: George G. Harrop, 1946), p. 52. However, just as a river can swell to turbulent flood stage or be slowed or diverted by a dam, so the movement of fashion can b

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.

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