The book explains key theoretical concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market.
All tools in the modern marketer's kit are discussed, from attending fashion fairs to viral marketing and online strategies.
Using examples and case studies drawn from a broad range of fashion, textile and retail businesses, students are led through the marketing process from initial consumer and market research to the creation of exciting marketing and branding campaigns.
About the Author:
Harriet Posner is a lecturer and consultant in fashion, business and marketing. After graduating from Saint Martins College of Art & Design, she set up her own knitwear label, selling in major stores worldwide.
She has worked as a fashion designer, buyer and marketing consultant in the UK, Europe and Asia.
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