Fashion marketing: influencing consumer choice and loyalty with fashion products
Preface -- Acknowledgments -- Introduction -- 1. Fashion as the empire of seduction -- 2. Fashion as a world of influences -- 3. Fashion and product variety -- 4. Overseeing cost and price in fashion marketing -- 5. Fashion as a means of communication -- 6. Managing channels of distribution and enha...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
New York, New York (222 East 46th Street, New York, NY 10017)
Business Expert Press
2015
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| Ausgabe: | First edition |
| Schriftenreihe: | Consumer behavior collection
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| Schlagworte: | |
| Online-Zugang: | FHN01 FWS01 FWS02 UBY01 Volltext |
| Zusammenfassung: | Preface -- Acknowledgments -- Introduction -- 1. Fashion as the empire of seduction -- 2. Fashion as a world of influences -- 3. Fashion and product variety -- 4. Overseeing cost and price in fashion marketing -- 5. Fashion as a means of communication -- 6. Managing channels of distribution and enhancing fashion's impact -- 7. Leveraging fashion equity, the absolute benefit -- 8. Handling managers' challenges for successful fashion products -- Conclusion -- About the author -- Notes -- References -- Index Fashion is everywhere! It transcends domains and applies to almost any kind of product (e.g., apparel, cars, digital devices, food, literature, travel, music, house decoration, and personal wellness). Fashion greatly influences public interest, media coverage, and product success. In this global industry, many actors interact, including designers, suppliers, and retailers, who collaborate to sell apparel and accessories. In addition, the global fashion industry is among the most important in terms of investments, trade, and employment, despite its dependence on unpredictable demand. Thus, fashion companies face a dilemma: On the one hand, they repeatedly create ephemeral products that must seduce customers each time; whereas on the other hand, the products need to provide continual profits. A key challenge for fashion managers is to design and launch new fashion products that will achieve success with customers during their very short life spans, in which setting they also affect consumers' personal seductiveness, desire, and appearance. For example, will the long skirt have the same success than the skinny jean, or will the high heel prevail over the flats? A fashion dress is more than just a dress--it can change people's appearance and reveal consumers' identity. Consequently, fashion managers are responsible for not just their product lines but also the self-images they help customers convey. |
| Beschreibung: | Part of: 2014 digital library Includes bibliographical references (pages 115-119) and index |
| Beschreibung: | Online-Ressource (xvi, 124 pages) |
| ISBN: | 9781606499054 9781606499047 |
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| 520 | |a Preface -- Acknowledgments -- Introduction -- 1. Fashion as the empire of seduction -- 2. Fashion as a world of influences -- 3. Fashion and product variety -- 4. Overseeing cost and price in fashion marketing -- 5. Fashion as a means of communication -- 6. Managing channels of distribution and enhancing fashion's impact -- 7. Leveraging fashion equity, the absolute benefit -- 8. Handling managers' challenges for successful fashion products -- Conclusion -- About the author -- Notes -- References -- Index | ||
| 520 | |a Fashion is everywhere! It transcends domains and applies to almost any kind of product (e.g., apparel, cars, digital devices, food, literature, travel, music, house decoration, and personal wellness). Fashion greatly influences public interest, media coverage, and product success. In this global industry, many actors interact, including designers, suppliers, and retailers, who collaborate to sell apparel and accessories. In addition, the global fashion industry is among the most important in terms of investments, trade, and employment, despite its dependence on unpredictable demand. Thus, fashion companies face a dilemma: On the one hand, they repeatedly create ephemeral products that must seduce customers each time; whereas on the other hand, the products need to provide continual profits. | ||
| 520 | |a A key challenge for fashion managers is to design and launch new fashion products that will achieve success with customers during their very short life spans, in which setting they also affect consumers' personal seductiveness, desire, and appearance. For example, will the long skirt have the same success than the skinny jean, or will the high heel prevail over the flats? A fashion dress is more than just a dress--it can change people's appearance and reveal consumers' identity. Consequently, fashion managers are responsible for not just their product lines but also the self-images they help customers convey. | ||
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Datensatz im Suchindex
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| author | Le Bon, Caroline |
| author_facet | Le Bon, Caroline |
| author_role | aut |
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| dewey-full | 687.0688 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 687 - Clothing and accessories |
| dewey-raw | 687.0688 |
| dewey-search | 687.0688 |
| dewey-sort | 3687.0688 |
| dewey-tens | 680 - Manufacture of products for specific uses |
| discipline | Handwerk und Gewerbe / Verschiedene Technologien Wirtschaftswissenschaften |
| edition | First edition |
| format | Electronic eBook |
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| id | DE-604.BV045876000 |
| illustrated | Not Illustrated |
| indexdate | 2024-08-01T14:29:09Z |
| institution | BVB |
| isbn | 9781606499054 9781606499047 |
| language | English |
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| publisher | Business Expert Press |
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| series2 | Consumer behavior collection |
| spellingShingle | Le Bon, Caroline Fashion marketing influencing consumer choice and loyalty with fashion products Fashion merchandising |
| title | Fashion marketing influencing consumer choice and loyalty with fashion products |
| title_auth | Fashion marketing influencing consumer choice and loyalty with fashion products |
| title_exact_search | Fashion marketing influencing consumer choice and loyalty with fashion products |
| title_full | Fashion marketing influencing consumer choice and loyalty with fashion products Caroline Le Bon |
| title_fullStr | Fashion marketing influencing consumer choice and loyalty with fashion products Caroline Le Bon |
| title_full_unstemmed | Fashion marketing influencing consumer choice and loyalty with fashion products Caroline Le Bon |
| title_short | Fashion marketing |
| title_sort | fashion marketing influencing consumer choice and loyalty with fashion products |
| title_sub | influencing consumer choice and loyalty with fashion products |
| topic | Fashion merchandising |
| topic_facet | Fashion merchandising |
| url | http://portal.igpublish.com/iglibrary/search/BEPB0000288.html |
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