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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

Digital Storytelling

Wendy K. Bendoni

Source: Social Media For Fashion Marketing. Storytelling in a Digital World, 2017, Fairchild Books Library

Book chapter

In order for a brand to efficiently engage with their audience on social media they must be able to curate, share and convey their story. To show measureable results in real-time social space, marketers (social media strategists) must first develop and convey a strong media story about a brand. Storytelling is critical; it enables the consumer to experience different elements of that brand. In this chapter, we will explore a changing of the narrative, from brands being the storytellers to consume

Campaign Planning: Making It Happen

Jon Cope and Dennis Maloney

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

Book chapter

This chapter sets fashion promotion in the broader context of marketing, clarifying the role of the promotional mix and illustrating how practitioners use research insights to plan promotional strategies and tactics. It highlights the practicalities of planning and offers real-world examples to inform and inspire you to mastermind your own campaigns, from petite to XXL.

Patagonia: Creative Sustainability Strategy for a Reluctant Fashion Brand

Rosemary Varley , Natascha Radclyffe-Thomas , William Webb

Source: Bloomsbury Fashion Business Cases

Level: Intermediate

Business case

This business strategy case revolves around the marketing activities of the outdoor apparel brand Patagonia; specifically, the clothing product category. Patagonia was founded as a performance-wear brand designed for adventurous outdoors spirits who enjoy nature and respect the environment. Developing high-performance functional products and integrating sustainability give Patagonia authenticity amongst its consumers and form the core of its business and brand identity. The socially responsible a

Project September

Amanda Grace Sikarskie

Source: Bloomsbury Fashion Business Cases

Level: Intermediate

Business case

Project September, a high-end social micromarketing app, allows the fashion savvy customer to model and market the very goods that they themselves have consumed, blurring the lines between consumption and marketing. To a large extent, a brand’s social ethics drives micromarketing on Project September. Brands that fail to embrace the new diversity in the cosmetics and beauty industry will likely fail to gain visibility

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