Description
This book provides a clear understanding of the different business strategies and models across all markets of the fashion industry.
Providing a holistic and practical approach to strategic fashion management and marketing, the book covers brand image, supply chain, communication, price point and social media. Based on examples from international organisations - including Off-White, Nike and Zara, as well as leading luxury brands - the author identifies 13 core market sectors and explores the strategies applied in each: from creativity to their supply chain and sustainability, from segmentation strategy to brand policies and from pricing to distribution. Each chapter includes features to aid student learning, including interviews with a wide range of experts from across the industry as well as student activities and reflection points.
Theoretically grounded yet practical in its approach, this is important reading for advanced undergraduate and postgraduate students of Strategic Fashion Management, Fashion Marketing and Communications, Fashion Merchandising and Luxury Fashion.
Author: Dario Golizia
Publisher: Routledge
Published: 07/19/2021
Pages: 222
Binding Type: Paperback
Weight: 0.88lbs
Size: 9.69h x 6.85w x 0.51d
ISBN13: 9780367490553
ISBN10: 0367490552
BISAC Categories:
- Business & Economics | Industries | Fashion & Textile Industry
- Business & Economics | Strategic Planning
- Business & Economics | Marketing | General
About the Author
Dario Golizia is a visiting lecturer at IULM University and a senior lecturer in Fashion Marketing Strategies at Istituto Marangoni, both in Milan, Italy.
This title is not returnable