Fashion brand management: plan, scale and market a successful fashion business
"How do you develop an effective strategy for launching a fashion brand? What marketing activities do you need to undertake to identify and engage with your customers? How are new technologies shaping business models? This definitive guide explains the realities of the fashion industry. Fashion...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London, United Kingdom ; New York, NY
Kogan Page
[2023]
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| Schlagworte: | |
| Zusammenfassung: | "How do you develop an effective strategy for launching a fashion brand? What marketing activities do you need to undertake to identify and engage with your customers? How are new technologies shaping business models? This definitive guide explains the realities of the fashion industry. Fashion Brand Management is an introduction to how to operate a fashion business in a multi-trillion revenue industry. Written by a leading innovator in the fashion industries, it's a guide to conceptualizing, developing and building a successful brand. It explains key need-to-know marketing and branding models and shows you how to apply them successfully to your business, such as Porter's Five Forces and Generic Strategy, Kapeferer's Brand Identity Prism, the 10 Ps of marketing, how to differentiate your value proposition using Sinek's Golden Circle and Greiner's Growth Strategy. Fashion Brand Management looks at the key challenges facing today's fashion industry and explores the ways in which both micro-brands and international businesses need to adapt. It explore issues such as an uneven recovery, logistics gridlock, the impact of the metaverse, the circular economy, digital only collections, social selling and see-now-buy-now. Using case studies from a range of brands and covering luxury, mainstream and discount, this textbook is supported by online resources which include questions, extra resources and lecture notes"-- |
| Beschreibung: | Literaturangaben |
| Beschreibung: | xiii, 304 Seiten Illustrationen 24 cm |
| ISBN: | 9781398609006 9781398609020 |
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| illustrated | Illustrated |
| index_date | 2024-07-03T21:26:21Z |
| indexdate | 2024-07-20T06:07:02Z |
| institution | BVB |
| isbn | 9781398609006 9781398609020 |
| language | English |
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| physical | xiii, 304 Seiten Illustrationen 24 cm |
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| spelling | Lowe, Alison Verfasser aut Fashion brand management plan, scale and market a successful fashion business Alison Lowe London, United Kingdom ; New York, NY Kogan Page [2023] © 2023 xiii, 304 Seiten Illustrationen 24 cm txt rdacontent n rdamedia nc rdacarrier Literaturangaben "How do you develop an effective strategy for launching a fashion brand? What marketing activities do you need to undertake to identify and engage with your customers? How are new technologies shaping business models? This definitive guide explains the realities of the fashion industry. Fashion Brand Management is an introduction to how to operate a fashion business in a multi-trillion revenue industry. Written by a leading innovator in the fashion industries, it's a guide to conceptualizing, developing and building a successful brand. It explains key need-to-know marketing and branding models and shows you how to apply them successfully to your business, such as Porter's Five Forces and Generic Strategy, Kapeferer's Brand Identity Prism, the 10 Ps of marketing, how to differentiate your value proposition using Sinek's Golden Circle and Greiner's Growth Strategy. Fashion Brand Management looks at the key challenges facing today's fashion industry and explores the ways in which both micro-brands and international businesses need to adapt. It explore issues such as an uneven recovery, logistics gridlock, the impact of the metaverse, the circular economy, digital only collections, social selling and see-now-buy-now. Using case studies from a range of brands and covering luxury, mainstream and discount, this textbook is supported by online resources which include questions, extra resources and lecture notes"-- Modebranche (DE-588)4123782-1 gnd rswk-swf Unternehmen (DE-588)4061963-1 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Marketingstrategie (DE-588)4120697-6 gnd rswk-swf Unternehmen (DE-588)4061963-1 s Modebranche (DE-588)4123782-1 s Markenpolitik (DE-588)4144679-3 s Marketingstrategie (DE-588)4120697-6 s DE-604 Erscheint auch als Online-Ausgabe 978-1-39860901-3 |
| spellingShingle | Lowe, Alison Fashion brand management plan, scale and market a successful fashion business Modebranche (DE-588)4123782-1 gnd Unternehmen (DE-588)4061963-1 gnd Markenpolitik (DE-588)4144679-3 gnd Marketingstrategie (DE-588)4120697-6 gnd |
| subject_GND | (DE-588)4123782-1 (DE-588)4061963-1 (DE-588)4144679-3 (DE-588)4120697-6 |
| title | Fashion brand management plan, scale and market a successful fashion business |
| title_auth | Fashion brand management plan, scale and market a successful fashion business |
| title_exact_search | Fashion brand management plan, scale and market a successful fashion business |
| title_exact_search_txtP | Fashion brand management plan, scale and market a successful fashion business |
| title_full | Fashion brand management plan, scale and market a successful fashion business Alison Lowe |
| title_fullStr | Fashion brand management plan, scale and market a successful fashion business Alison Lowe |
| title_full_unstemmed | Fashion brand management plan, scale and market a successful fashion business Alison Lowe |
| title_short | Fashion brand management |
| title_sort | fashion brand management plan scale and market a successful fashion business |
| title_sub | plan, scale and market a successful fashion business |
| topic | Modebranche (DE-588)4123782-1 gnd Unternehmen (DE-588)4061963-1 gnd Markenpolitik (DE-588)4144679-3 gnd Marketingstrategie (DE-588)4120697-6 gnd |
| topic_facet | Modebranche Unternehmen Markenpolitik Marketingstrategie |
| work_keys_str_mv | AT lowealison fashionbrandmanagementplanscaleandmarketasuccessfulfashionbusiness |