Fashion: Marketing, Merchandising and Buying

This Books is a complete handy reading for anyone involved in fashion. This book is not only a marketing book with a few fashion example it is all about fashion as it covers all facets of it. Each chapter starts with an introduction and learning objectives and at the end is summarized briefly with key points. Chapter Two introduces a fashion amateur to the fabrics and forms of fabric design. The development of fiber to finished fabric has been explained in detail. Chapter Three explores the various design elements and principles necessary in the fashion. In Chapter Four there is a detailed look at the fashion marketing mix and consumer and what he or she wants from fashion, how ideas and brands are synergized and how technology has effected the industry. Chapter Five deals with marketing research and describes how to explore the preferences and study the behavior of consumers,distribution channels and competitors. To put in it other words, it encompasses the design marketing strategies to ensure that the right outfits are appropriately prices, available at the right time and place and are well communicated. The last chapter covers the planning, concepts and philosophy of the whole fashion retail scenario, and incorporating space planning and other retail techniques to attract consumers for augmented sales and profits.