Synopses & Reviews
What are Fashion Brands?
- Fashion Brand Merchandising
- Fashion Brands in the Marketplace
- Fashion Brands and Consumers
- Products, Services, and Fashion Brands
Building Fashion Brands
- Planning Fashion Brands
- Elements of Fashion Brands
- Fashion Brand Communication
- Fashion Brand Experiences
Developing Fashion Brands
- Changing Nature of Fashion Brands
- Expanding Fashion Brands
- Measuring Fashion Brand Performance
- Fashion Brand Portfolios
Working with Fashion Brands
- Organizing the Fashion Brand Team
- Business and Social Issues of Fashion Brands
- Future Trends of Fashion Brands
- Focus on Fashion Brands features an article or case study relevant to the topics of the specific chapters
- BrandBlog provides online discussion topics to help facilitate a Web-based course design
- Brandlab offers an opportunity to create a fashion brand
- End of chapter material includes key terms and review questions designed to assist development of your career
- Eight-page insert consists of full-color photographs
- Instructor's Guide provides suggestions for planning the course and using the text in the classroom
Synopsis
Fashion Brand Merchandising introduces the concepts and practices to help students build, develop, and work with fashion brands. The book includes four parts, each exploring an important facet of fashion brands and the fashion brand process. This text covers how branding and merchandising activities are interrelated and interdependent with respect to marketing fashion-related products. In whatever capacity you engage with fashion brands—marketer, merchandiser, retailer, designer, or student—this text covers what you need to know to work successfully in the industry.
About the Author
Gordon T. Kendall is a freelance author and lecturer based in Dallas, Texas.
Table of Contents
Contents
What are Fashion Brands?
- Fashion Brand Merchandising
- Fashion Brands in the Marketplace
- Fashion Brands and Consumers
- Products, Services, and Fashion Brands
Building Fashion Brands
- Planning Fashion Brands
- Elements of Fashion Brands
- Fashion Brand Communication
- Fashion Brand Experiences
Developing Fashion Brands
- Changing Nature of Fashion Brands
- Expanding Fashion Brands
- Measuring Fashion Brand Performance
- Fashion Brand Portfolios
Working with Fashion Brands
- Organizing the Fashion Brand Team
- Business and Social Issues of Fashion Brands
- Future Trends of Fashion Brands