Margaret Bruce Livres

A collection of international contributions from renowned academics and practitioners from the US, UK, China, the second edition of Fashion Marketing has been completely updated, revised and expanded to reflect the major changes in the fashion industry since 2001 and covers all of the key themes and issues of the area.Key themes and areas covered include globalization, fast fashion, luxury fashion, offshoring, business-to-business, forecasting, sourcing, supply chain management, new product development, design management, logistics, range planning, color prediction, market testing, e-commerce, and strategy.

This title looks at the interface between marketing and design management, with particular focus on product development and corporate communications. It considers such issues as the role of design in the organization, new product strategies and the effectiveness of the marketing/design relationship. Cases cover retail, services and industrial products in order to assess best practices in design management for marketing.