Marketing fashion : strategy, branding and promotion af Harriet Posner (Bog)

'Marketing Fashion' is a practical guide to the fundamental principles of marketing and branding, from catwalk to price calculation, developing brand identity to creating a customer profile. It explains key theoretical concepts, and illustrates how they are applied within the global fashion and retail industry

Marketing and branding inform many of the strategic and creative decisions involved in fashion design and product development. If you are planning a career in fashion, it is essential to understand that marketing is a vital component of this global industry. 'Marketing Fashion' is a practical guide to the fundamental principles of marketing and branding, from creating a customer profile to developing brand identity, including key theoretical concepts illustrated with industry examples, a broad range of case studies drawn from fashion, textile and retail businesses, comprehensive coverage of digital marketing, and targeted to degree or foundation-level students as well as those contemplating a career in fashion.