Fashion marketing: contemporary issues
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Oxford [u.a.]
Butterworth-Heinemann
2011
|
| Ausgabe: | 2. ed., repr. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Literaturangaben |
| Beschreibung: | XXIV, 324 S. Ill., graph. Darst. |
| ISBN: | 9780750668972 |
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| 650 | 4 | |a branding | |
| 650 | 4 | |a fashion industry | |
| 650 | 4 | |a fashion retailing | |
| 650 | 4 | |a forbrugere | |
| 650 | 4 | |a globalization | |
| 650 | 4 | |a markedsføring | |
| 650 | 4 | |a modeindustri | |
| 650 | 4 | |a segmentation | |
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Datensatz im Suchindex
| _version_ | 1804148323551019008 |
|---|---|
| adam_text | Contents
Foreword
xi
List of Contributors
xiii
Acknowledgements
xix
Introduction
xxi
1
Globalization: global markets and global supplies
1
Tony Hines
Introduction
1
Fashion markets and fashion marketing
2
The growing impact of China on world textile and clothing markets
6
India s expected growing share of the world market
6
MFA
1974-1994 7
The WTO
АТС
1995-2004 7
Free trade
vis-à-vis
fair trade
9
WTO rules in practice: an illustrative case
10
The globalization phenomenon
13
Value creation, information and powerful brands
14
Globalization defined
14
Globalization and its impact upon supplies
16
Market definition
17
Large retailers and their influence on trade
18
UK retail structure
19
UK retail market size and market shares
20
The growth of supermarket fashion
22
Global production networks: global sourcing
24
Summary
25
References
25
2
Supply chain strategies, structures and relationships
27
Tony Hines
Antecedents of supply chain management
28
vi
Contents
Supply chain strategies
32
Total cost of ownership
37
Supply chain structures
46
Supply chain relationships
48
Supply chain research
49
References
50
3
Challenges of fashion buying and merchandising
54
Margaret Bruce and Lucy Daly
Introduction
54
Dynamics of fashion sourcing
55
Fashion supply chain
59
Managing a portfolio of supplier relationships
60
Vendor selection
62
Fashion buying decision criteria
63
Buying processes
63
Fashion buying cycle
66
Fashion retail buying
67
Conclusions
69
Acknowledgement
69
References
69
4
Segmenting fashion consumers: reconstructing the challenge
of consumer complexity
73
Tony Hines and Lee Quinn
Introduction
73
Global interest in market segmentation
74
The cited benefits of market segmentation
74
Research developments in the history of market segmentation
75
Market segmentation: the evidence
76
Making sense of the segmentation paradox
77
When social worlds collide
78
Social encounters of a third kind
82
The social construction of identity
83
Implications for fashion marketing
84
References
85
5
Developing a research agenda for the internationalization of
fashion retailing
89
Christopher M. Moore and Steve
Burt
Introduction
89
What is the internationalization of fashion retailing?
91
Who are the international fashion retailers?
92
Where are fashion retailers developing international operations?
92
When does fashion retailer internationalization occur?
94
Contents
vil
Why do fashion retailers internationalize?
96
How are fashion retailers developing international operations?
99
Concluding comments
104
References
104
6
Retail brand marketing in the fashion industry
107
Bill Webb
Introduction
107
The new consumer
110
The retail response
113
Conclusions
126
References
128
7
Competitive marketing strategies of luxury fashion companies
130
Margaret Bruce and Christine
Kratz
Introduction
130
Understanding the tenets of luxury fashion
131
The dynamics of luxury fashion
133
Marketing strategies in a dynamic context
137
Case histories
143
Conclusions
147
Acknowledgement
148
References
148
8
Store environment of fashion retailers: a Hong Kong perspective
151
Alice W. C.
Chu
and
M.
C.
Lam
Introduction
151
Background
152
Store environment
154
Store atmospherics
155
Current study on the importance of store environment
to consumer s casualwear fashion store choice
decision in Hong Kong
158
Conclusion
161
Recommendations
162
References
164
9
The process of trend development leading to a fashion season
168
Tim Jackson
Research design
168
What is fashion?
169
Fashion trends
170
Fashion seasons
171
Retailers /brands research
173
Role of fashion forecasting
175
References
185
viii Contents
10 Innovation
management in
creating new fashions
188
Beatrice
Le
Pechoux, Trevor}. Little and Cynthia L. Istook
Introduction
188
Mapping the creative design process
189
Marketing and design
197
The complex environment of design
200
Creative design
206
Future innovation management practices
211
Developing a pattern language for innovation management
212
References
213
11
Consumers and their negative selves, and the implications
for fashion marketing
217
Emma
N.
Banister and Margaret K. Hogg
Introduction
217
Symbolic consumption
218
The undesired self: so not me!
223
The avoidance self: just not me!
224
The negative self: a summary
226
Implications for fashion marketing
226
References
227
12
Fashion retailer desired and perceived identity
230
Tony Hines, Ranis Cheng and Ian Grime
Corporate identity
231
Perspectives on the development of corporate identity research
232
Identity gap
233
Corporate identity constructs
234
Introducing the cases
237
Hennes
and Mauritz s case
238
Zara s case
247
Cross case comparative analysis
-
H&M and
Zara
252
Conclusion and implications
254
References
255
13
Fashion e-tailing
259
Ruth
Martiniak
and Margaret Bruce
Introduction
259
Who sells online?
260
What makes a good fashion web site?
262
How do fashion retailers develop web sites?
264
Who buys online?
266
Who engages in cross channel shopping?
267
Conclusion
270
References
274
Contents ix
14 The international
flagship stores of luxury fashion retailers
277
Christopher M. Moore and Anne Marie Doherty
Introduction
277
International flagship stores
278
The strategic purpose of a flagship store
279
Flagships: as a market entry method
280
Flagships: a conduit and support for business relationships
281
Flagships: a focus for marketing communications
282
Flagships: blueprint for store development
283
Location and place
285
Flagships and the distribution hierarchy
288
The language of flagship stores
289
The role and function of the celebrated Architect
290
Flagship store design and positioning
291
Prada s epicentre stores
293
References
295
15
The making and marketing of a trend
297
Martin Raymond
References
307
16
Approaches to doing research
308
Tony Hines
Criticisms levelled at the marketing discipline
309
Influence upon doing research
311
References
313
Index
315
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| spellingShingle | Hines, Tony Bruce, Margaret Fashion marketing contemporary issues Fashion merchandising branding fashion industry fashion retailing forbrugere globalization markedsføring modeindustri segmentation supply chain strategies Marketing (DE-588)4037589-4 gnd Globalisierung (DE-588)4557997-0 gnd Bekleidungsindustrie (DE-588)4005382-9 gnd Verbraucherverhalten (DE-588)4062644-1 gnd |
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| title | Fashion marketing contemporary issues |
| title_auth | Fashion marketing contemporary issues |
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