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
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