Fashion Marketing, Third Edition, Edited by Mike Easey

Fashion Marketing Third Edition Edited by Mike Easey

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Fashion Marketing Third Edition

Edited by Mike Easey

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 fulfill 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 color-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.

Price: $44.99 / Illustrated / Paperback / 280 pages / ISBN 9781405139533

For further details of this publication, please visit:

If you would like to review this book please send a request with your full contact details to: profrevreqs@wiley.com

If you teach a course relevant to this title and would like a desk copy, please contact Laura Dolphin at:

Fashion Marketing : Third Edition

What Is New in the Third Edition

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. That list maps how fashion marketing itself changed between editions: promotion fragmented across more media, the internet became a marketing channel in its own right, and supply chain and internal marketing — how a company organises itself to keep its marketing promises — moved from operations topics into the marketing text. A student using the third edition is therefore studying the subject as it stood with those forces included, not as an older edition described it.

Range Planning and Worked Examples

Two features distinguish the book's method. The first is its unique contribution on range planning, described as a practical blend of sound design sense and commercial realism: range planning is where marketing meets the actual list of garments a season will contain, and it is the decision set where creative and financial judgements cannot be separated. The second is its teaching apparatus: a systematic approach to fashion marketing rather than hyperbole or speculation, clear worked numerical examples so ideas are easily understood and retained, over 50 diagrams, a glossary of the main fashion marketing terms and a guide to further reading. Tutor support was provided at www.blackwellpublishing.com/easey, with a supporting pack including PowerPoint slides for each chapter plus ideas and exercises for seminars.

Publication Details and Review Copies

The details listed with the book are price $44.99, illustrated, paperback, 280 pages, ISBN 9781405139533. As with the forecasting title in this section, review and desk copy arrangements are carried on the page: review requests with full contact details go to profrevreqs@wiley.com, and lecturers teaching a relevant course are directed to the publisher's contact for a desk copy. The book is presented as essential reading for anyone involved in the fashion and clothing business, and specifically as meeting the requirements of students on the fashion and clothing courses where marketing is now a firmly established element.