Overview

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.

Full Product Details

Author:   Virginia Grose (University of Westminster, UK)
Publisher:   Bloomsbury Publishing PLC
Imprint:   Bloomsbury Visual Arts
Edition:   2nd edition
Weight:   0.396kg
ISBN:  

9781350079670

ISBN 10:   1350079677
Pages:   176
Publication Date:   25 February 2021
Audience:   General/trade ,  General
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

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

Reviews

Praise for the first edition: I think this is a book that should be given to every fashion student ... [it] contains a goldmine of information for a novice and holds important considerations for the professional. -- Sheri Lee, Fashion designer and writer, www.safashiongirl.com Excellent, really a beautiful book. -- Young Kim, Kent State University, USA

Author Information

Virginia Grose has over 30 years' experience in the fashion industry. Originally trained as a fashion designer, she gained her professional experience with Courtaulds in the supply chain and product development sectors. She has worked with a range of international clients such as Marks & Spencer and Wal-Mart. She is currently course leader in MA Fashion Business Management at the University of Westminster, UK.

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