The Marketing of Fashion

McKelvey, Kathryn (2014) The Marketing of Fashion. In: Textiles and fashion: Materials, design and technologies. Woodhead Publishing Series in Textiles (126). Woodhead Publishing, Cambridge, pp. 763-797. ISBN 9781845699314

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The purpose of this chapter is to introduce the principles of marketing and the marketing mix. Emphasis is on market research and the Four C's – consumer, cost, convenience and communication. The symbiotic relationship between the fashion design and marketing process is illustrated. Branding and its importance in targeting consumers are introduced. New technological developments are discussed as marketing media channels alongside traditional media channels. Promotional ideas are illustrated through two contrasting case studies. Commercial case studies in fashion, technology and digital marketing also support the marketing principles. Fashion forecasting material is introduced to help develop relevant fashion collections for relevant markets into the future.

Item Type: Book Section
Uncontrolled Keywords: Branding; Communication; Consumer; Convenience; Cost; Digital marketing; Fashion forecasting; Future trends; Marketing; Marketing plan; Media channels; New technology; Target markets
Subjects: W200 Design studies
Department: Faculties > Arts, Design and Social Sciences > Design
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Depositing User: Ellen Cole
Date Deposited: 15 Apr 2013 12:13
Last Modified: 12 Oct 2019 19:40

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