Highlighting the skills and considerations needed to manage products, Virginia Grose introduces key processes such as product development, the supply chain and branding to help you quickly get to grips with the business side of fashion. Examining traditional and newer roles within the industry, discussing the roles of buyers, retailers and merchandisers interviews and case studies give insight into the realities of this competitive industry.
This second edition has all new case studies, interviews and projects as well as coverage of sustainable practice, the use of social media, the circular economy and slow fashion. There's also more on digital storytelling, online and offline retailing and elements of retail entertainment for customers plus the impact of fast fashion throughout the industry.
Introduction
1. Context and Concept
From couture to high street
Designer typology
Research and idea generation
Trend forecasting
Interview: Emily Gordon-Smith
Case study: EDITED
Chapter summary
2. Product Development
The role of design in business
The product mix
Garment specifications: sampling
Interview: Steven Tai
Case study: MATCHESFASHION.COM
Chapter summary
3. Retail Strategy
Defining retail strategy
Implementing retail strategy
The marketing mix: position
The marketing mix: place
The marketing mix: price
The marketing mix: people
Interview: Richard Hurtley
Case study: Farfetch
Chapter summary
4.The Fashion Supply Chain
Background of the textile industry and supply chains
What is fast fashion?
Global sourcing and world class supply chain models
Sustainability in fashion supply chains
Risk measures and controls in fashion supply chains
Logistics and outsourcing in the supply chain
Interview: Liz Leffman
Case study: Kering Group
Chapter summary
5. Fashion Brands
Customer Profiling
Building a Brand
Luxury Brands
Mass Market and Fast Fashion Brands
Storytelling & Brand Promotion
Brand Protection
Interview: Paul Alger
Case study: The British House
Chapter summary
Conclusion
Glossary
Bibliography
Useful Websites
