'Clothing that is not purchased or worn is not fashion' (to paraphrase Armani)
Knowledge of marketing is essential to help ensure success and reduce the risk of failure in fashion. For the designer starting up in business, this book offers a guide to the major decisions that will enable you to fulfil your creative potential and be a financial success: What are the major trends we should be monitoring?; How should we set our prices?; What is the most effective way to get our message across about the new product range?; Which colour-wash will be the most popular with buyers?
Marketing is now a firmly established element of most fashion and clothing courses. Fashion Marketing is written to meet students' requirements and has many features making it essential reading for anyone involved in the fashion and clothing business:
· deals with contemporary issues in fashion marketing
· up-to-date examples of global good practice
· exclusively about fashion marketing
· a unique contribution on range planning with a practical blend of sound design sense and commercial realism
· a balance of theory and practice, with examples to illustrate key concepts
· clear worked numerical examples to ensure that the ideas are easily understood and retained
· over 50 diagrams
· a glossary of the main fashion marketing terms and a guide to further reading
· a systematic approach to fashion marketing, not hyperbole or speculation.
The new edition has been updated throughout with new material on different promotional media, visual marketing and international marketing research; and new coverage of internal marketing, supply chain management, international marketing communications as well as the role of the internet.
See www.blackwellpublishing.com/easey for supporting pack for tutors, including PowerPoint slides for each chapter plus ideas and exercises for seminars.
List of Contributors ix
Preface xi
Acknowledgements xv
Part A: Understanding Fashion Marketing 1
1 An Introduction to Fashion Marketing 3
Mike Easey
1.1 What is fashion? 3
1.2 What is marketing? 5
1.3 What is fashion marketing? 7
1.4 Fashion marketing in practice 7
1.5 How fashion marketing can help the fashion industry 11
1.6 What fashion marketers do: five examples 12
1.7 Ethical issues in fashion marketing 13
1.8 An overview of the fashion marketing process 15
1.9 Summary 16
Further reading 17
2 The Fashion Market and the Marketing Environment 18
Christine Sorensen
2.1 Introduction 18
2.2 The development of the fashion market 18
2.3 The fashion market: size and structure 21
2.4 Marketing environment 26
2.5 Micro-marketing environment 26
2.6 Macro-marketing environment 34
2.7 Trends in the marketing environment 56
2.8 Summary 58
Further reading 59
Part B: Understanding and Researching the Fashion Purchaser 61
3 The Fashion Consumer and Organizational Buyer 63
Mike Easey
3.1 Introduction 63
3.2 Why study the fashion buyer? 64
3.3 Fashion consumer decision-making 68
3.4 Psychological processes 73
3.5 Sociological aspects of consumer behaviour 83
3.6 The organizational buyer 94
3.7 Summary 95
Further reading 96
4 Fashion Marketing Research 97
Patricia Gray
4.1 Introduction 97
4.2 The purpose of marketing research 97
4.3 An overview of the marketing research process 100
4.4 Problem definition and setting research objectives 100
4.5 Research design 100
4.6 Data sources 101
4.7 Practical sampling methods 103
4.8 Primary data collection methods 108
4.9 Data collection methods 111
4.10 Questionnaire design 113
4.11 Attitude measurement and rating scales 117
4.12 The role of marketing research in new product development 119
4.13 Forecasting fashion 121
4.14 The Internet as a research tool 123
4.15 International marketing research 126
4.16 Summary 127
Further reading 128
Part C: Target Marketing and Managing the Fashion Marketing mix 129
5 Segmentation and the Marketing mix 131
Mike Easey and Christine Sorensen
5.1 Introduction and overview 131
5.2 Mass marketing and market segmentation 131
5.3 Segmentation: rationale, bases and strategy 134
5.4 Positioning and perceptual mapping 140
5.5 The fashion marketing mix 141
5.6 Summary 143
Further reading 144
6 Designing and Marketing Fashion Products 145
Sheila Atkinson and Mike Easey
6.1 Introduction 145
6.2 The importance of fashion products 145
6.3 The nature of fashion products 147
6.4 The fashion industry and new product development 157
6.5 Retail buying sequence: autumn and winter season 161
6.6 The product mix and range planning 163
6.7 Fashion and related life cycles 169
6.8 Summary 176
Further reading 176
7 Pricing Garments and Fashion Services 177
Mike Easey
7.1 Introduction 177
7.2 Different views of price 177
7.3 The role of price decisions within marketing strategy 178
7.4 External factors influencing price decisions 180
7.5 Internal factors influencing price decisions 183
7.6 Main methods of setting prices 184
7.7 Pricing strategies in relation to new products 190
7.8 Pricing strategies to match the competition 191
7.9 Price changes 193
7.10 Summary 195
Further reading 195
8 Fashion Distribution 196
John Willans
8.1 Introduction 196
8.2 The importance of fashion retailing 196
8.3 Structural issues 198
8.4 The industry's components 202
8.5 Trends in retailing 208
8.6 The Internet 213
8.7 The 'grey market' 215
8.8 Retail marketing effectiveness 215
8.9 Summary 216
Further reading 216
9 Fashion Marketing Communications 218
Gaynor Lea-Greenwood
9.1 Introduction 218
9.2 The marketing communications environment 219
9.3 The traditional approach to promotion 220
9.4 Fashion advertising 223
9.5 Sales promotion 225
9.6 Public relations 226
9.7 Celebrity endorsement and sponsorship 227
9.8 Personal selling 229
9.9 Visual merchandising to visual marketing 230
9.10 International marketing communications 232
9.11 Ethics in marketing communications 233
9.12 Evaluating the effectiveness of marketing communications 234
9.13 New directions in fashion marketing communications 235
9.14 Summary 236
Useful websites 236
Further reading 237
10 Fashion Marketing Planning 238
Mike Easey
10.1 Introduction 238
10.2 The planning process and objectives 238
10.3 Marketing audits and SWOT analysis 240
10.4 Marketing strategy 243
10.5 The fashion marketing plan 246
10.6 Implementation and organizational issues 247
10.7 Summary 250
Further reading 250
Glossary of Fashion Marketing Terms 251
Index 257
