Download or read book Brand Repositioning Within the Fashion Industry written by Jongeun Rhee and published by . This book was released on 2018 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: "Customers and a brand both get older. Whereas some mature fashion brands successfully reinvent their offerings, others do not. Mature brands often fail to attract future generations of customers other than their initial target market segment and consequently lose revenue. It is critical for a fashion brand to constantly create and recreate relevant meanings as well as styles to maintain their appeal across generations. Brands that continue to appeal to young consumers maintain longevity while brands that do not can quickly become obsolete. This case provides an overview of the issues that a mature menswear brand could face. These issues include the importance of establishing and revising a target market segment, revitalizing a mature brand, brand repositioning, and the use of line extensions in the fashion industry. There are several approaches that could be taken to solve the problem of declining revenues. For example, the company could diversify the brand's portfolio with the addition of new product lines or remain a single brand with a unified product offering and a clear marketing message for its targeted customers. Students are expected to identify the best approach to strategically implement a marketing mix to maintain brand equity and profitability."--Bloomsbury Publishing.

Download or read book Fashion Business Cases written by Leslie Davis Burns and published by Bloomsbury Publishing USA. This book was released on 2020-12-10 with total page 353 pages. Available in PDF, EPUB and Kindle. Book excerpt: Fashion Business Cases: A Student Guide to Learning with Case Studies allows students to apply what they are learning in the classroom to real-life situations in the global fashion industry. Adapted from the Bloomsbury Fashion Business Cases (BFBC) online resource, this text will aid instructors in providing high-quality examples from scholars around the world. A mix of introductory, intermediate, and advanced cases ensure that students of all levels can develop the business, communication, and problem-solving skills required of fashion industry professionals. Topics range from corporate social responsibility and sustainable fashion to transparent brand communication and cultural sensitivity. This book is designed to foster critical and ethical thinking as students enter the fashion industry. Key Features: - 40 cases studies, of introductory, intermediate, and advanced level - Learning Objectives and Business Questions included with each case - Two introductory chapters teaching students how to use case studies effectively

Download or read book Kellogg on Branding in a Hyper Connected World written by and published by John Wiley & Sons. This book was released on 2019-03-19 with total page 368 pages. Available in PDF, EPUB and Kindle. Book excerpt: World-class branding for the interconnected modern marketplace Kellogg on Branding in a Hyper-Connected World offers authoritative guidance on building new brands, revitalizing existing brands, and managing brand portfolios in the rapidly-evolving modern marketplace. Integrating academic theories with practical experience, this book covers fundamental branding concepts, strategies, and effective implementation techniques as applied to today’s consumer, today’s competition, and the wealth of media at your disposal. In-depth discussion highlights the field’s ever-increasing connectivity, with practical guidance on brand design and storytelling, social media marketing, branding in the service sector, monitoring brand health, and more. Authored by faculty at the world’s most respected school of management and marketing, this invaluable resourceincludes expert contributions on the financial value of brands, internal branding, building global brands, and other critical topics that play a central role in real-world branding and marketing scenarios. Creating a brand—and steering it in the right direction—is a multi-layered process involving extensive research and inter-departmental cooperation. From finding the right brand name and developing a cohesive storyline to designing effective advertising, expanding reach, maintaining momentum, and beyond, Kellogg on Branding in a Hyper-Connected World arms you with the knowledge and skills to: Apply cutting-edge techniques for brand design, brand positioning, market-specific branding, and more Adopt successful strategies from development to launch to leveraging Build brand-driven organizations and reinforce brand culture both internally and throughout the global marketplace Increase brand value and use brand positioning to build a mega-brand In today’s challenging and complex marketplace, effective branding has become a central component of success. Kellogg on Branding in a Hyper-Connected World is a dynamic, authoritative resource for practitioners looking to solve branding dilemmas and seize great opportunities.

Download or read book Digitalization in the Luxury Fashion Industry written by Anna Cabigiosu and published by Springer Nature. This book was released on 2020-07-13 with total page 252 pages. Available in PDF, EPUB and Kindle. Book excerpt: The luxury fashion industry is one of the best performing and fastest growing industries in today’s business landscape, and is set to continue expanding over the next years. Exploring the effects of digitalization, this book aims to increase our understanding of the key drivers of internal growth and competitiveness in luxury fashion firms. With a focus on the development of new brand strategies brought about by digitalization, the author outlines the need for business models to be redesigned in order to make use of social media and satisfy Millennial consumers. Offering case studies on leading luxury fashion brands, this timely book evaluates new digital technologies and strategies including omnichannel marketing, 3D printing and smart textiles. A must-read for those researching digital marketing and branding, as well as luxury or fashion management, this book provides a much-needed and up-to-date analysis of a successful and digitally aware industry.

Download or read book Marketing Fashion written by Harriet Posner and published by Laurence King Publishing. This book was released on 2011-04-28 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing and fashion branding inform many of the strategic and creative decisions involved in fashion design and product development. Marketing is a vital component of the industry supply chain and an understanding of its importance and role is essential for those planning a career in fashion. Marketing Fashion is a practical guide to the fundamental principles of marketing and branding, from catwalk to price calculation, developing brand identity to creating a customer profile. The book explains key theoretical concepts, and illustrates how they are applied within the global fashion and retail industry, from the heights of haute couture to the multiples of the mass market. Using examples and case studies drawn from a broad range of fashion, textile and retail businesses, students are led through the marketing process from initial consumer and market research to the creation of exciting marketing and branding campaigns. The book is designed to appeal to students at degree or foundation level as well as those contemplating a career within the fashion industry.

Download or read book Luxury Fashion Marketing and Branding written by Alice Dallabona and published by Taylor & Francis. This book was released on 2024-08-22 with total page 223 pages. Available in PDF, EPUB and Kindle. Book excerpt: Luxury Fashion Marketing and Branding offers a comprehensive analysis of the key theories and concepts needed to understand the promotion of luxury fashion products. It covers subjects including luxury fashion retailing, digital marketing and communication, data analytics, emerging technologies, consumer behaviour and PR. The textbook also offers a focused discussion of the challenges faced by luxury fashion brands to meet growing customer demand for ethical and sustainable practice, including concerns related to diversity, inclusivity, and cultural sensitivity. This textbook is grounded in business practices, featuring real-world examples and international case studies from both established and modern brands. Chapter objectives and summaries aid comprehension, whilst end-of-chapter questions and activities enable further research and discussion. Luxury Fashion Marketing and Branding is ideal for advanced undergraduate and postgraduate students of fashion marketing and communications, luxury fashion business and luxury brand management. Its applied approach will also make it suitable for those studying for an Executive MBA in Fashion and Luxury Management. Online resources include an instructor’s manual, lecture slides and a test bank.

Download or read book Contribution of Brand Image and Brand Identity to Gain Competitive Advantage A Case study of UK Fashion Brands written by Hellen Dreeves and published by GRIN Verlag. This book was released on 2014-09-09 with total page 81 pages. Available in PDF, EPUB and Kindle. Book excerpt: Scientific Study from the year 2012 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, , language: English, abstract: The main purpose of the present study was to inquire into the contribution of brand image and brand identity for attaining competitive advantage. For the purpose of the same a case study on fashion industry was taken with a few established and globally recognised fashion brands existing in London. The review of literature indicates that one of the sources for attaining competitive advantage could be the parameters as identified by customer perception model evolved out of the value-cascade positioning; such as the product characteristics, price, promotional activities of the fashion firm and reaching the target audience. The reason being they mostly remain invisible and at times difficult to copy. It is also evident from the data presentation and analysis that the intangible sources as referred in the literature review can also viewed through to gain brand image and brand identity and further lead the fashion industries to gain competitive advantage; they become the most imperative resources. Though an attempt has been made in the fourth chapter to establish relationship between brand images and brand identity its lead to attain competitive advantage could not be explored scientifically, but sufficiently explored with case studies. The case studies were established fashion brand with global recognition. The collected data supported the methodology of secondary data source as well as with interviews. Subsequent analysis of the data has identified a theoretical model that is proposed as the findings of the present study. As a bottom line it is found by the researcher that the brand image and brand identity leads to competitive advantage.

Download or read book Developing a Fashion Collection written by Elinor Renfrew and published by Bloomsbury Publishing. This book was released on 2021-09-09 with total page 193 pages. Available in PDF, EPUB and Kindle. Book excerpt: How do fashion designers conceive of, develop and ultimately launch commercially and creatively successful collections? Developing a Fashion Collection walks you through the process, exploring research techniques, sources of inspiration, forecasting trends and designing for different markets. From couture to high street, knitwear to accessories and covering the implications of online shopping – there's advice on every aspect of creating your collection through 27 insightful interviews with international practitioners. Interviewees include John Mooney, Brand Creative Director at ASOS and Jane Palmer Williams, Head of Executive Development at LVMH. This 3rd edition also covers silhouette, fittings and final samples, sustainable practice, developing high street collections, fabric selection and finding inspiration through vintage designs.

Download or read book Fashion Brands written by Mark Tungate and published by Kogan Page Publishers. This book was released on 2005 with total page 284 pages. Available in PDF, EPUB and Kindle. Book excerpt: Analyzes fashion from a marketing perspective including brands, logos, advertising and psychology.

Download or read book Marketing Fashion Second Edition written by Harriet Posner and published by Laurence King Publishing. This book was released on 2015-08-17 with total page 473 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing and branding inform many of the strategic and creative decisions involved in fashion design and product development. Marketing is a vital component of the industry and an understanding of its importance and role is essential for those planning a career in fashion. Marketing Fashion, Second Edition is a practical guide to the fundamental principles of marketing and branding, from creating a customer profile to developing a brand identity. The book explains key theoretical concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market. All tools in the modern marketer's kit are discussed, from attending fashion fairs to viral marketing and online strategies. Using examples and case studies drawn from a broad range of fashion, textile, and retail businesses, students are led through the marketing process from initial consumer and market research to the creation of exciting marketing and branding campaigns. The book is designed to appeal to students at degree or foundation level as well as those contemplating a career within the fashion industry.

Download or read book Kellogg on Branding in a Hyper Connected World written by and published by John Wiley & Sons. This book was released on 2019-03-19 with total page 368 pages. Available in PDF, EPUB and Kindle. Book excerpt: World-class branding for the interconnected modern marketplace Kellogg on Branding in a Hyper-Connected World offers authoritative guidance on building new brands, revitalizing existing brands, and managing brand portfolios in the rapidly-evolving modern marketplace. Integrating academic theories with practical experience, this book covers fundamental branding concepts, strategies, and effective implementation techniques as applied to today’s consumer, today’s competition, and the wealth of media at your disposal. In-depth discussion highlights the field’s ever-increasing connectivity, with practical guidance on brand design and storytelling, social media marketing, branding in the service sector, monitoring brand health, and more. Authored by faculty at the world’s most respected school of management and marketing, this invaluable resourceincludes expert contributions on the financial value of brands, internal branding, building global brands, and other critical topics that play a central role in real-world branding and marketing scenarios. Creating a brand—and steering it in the right direction—is a multi-layered process involving extensive research and inter-departmental cooperation. From finding the right brand name and developing a cohesive storyline to designing effective advertising, expanding reach, maintaining momentum, and beyond, Kellogg on Branding in a Hyper-Connected World arms you with the knowledge and skills to: Apply cutting-edge techniques for brand design, brand positioning, market-specific branding, and more Adopt successful strategies from development to launch to leveraging Build brand-driven organizations and reinforce brand culture both internally and throughout the global marketplace Increase brand value and use brand positioning to build a mega-brand In today’s challenging and complex marketplace, effective branding has become a central component of success. Kellogg on Branding in a Hyper-Connected World is a dynamic, authoritative resource for practitioners looking to solve branding dilemmas and seize great opportunities.

Download or read book Fashion Luxury Marketing written by Michael R. Solomon and published by SAGE. This book was released on 2022-04-14 with total page 517 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written by marketing experts, this authoritative and comprehensive full-colour textbook made up of both accessible research and theory, real-world examples and case studies including Prada, Gucci and Burberry, provides students with an overview of the global fashion industry and fashion marketing, strategy, branding, communications, retailing and distribution, as well as the psychological factors involved in consuming fashion and luxury. The role of social media, celebrities and influencers such as Kim Kardashian and Lil Miquela are discussed, as is the ever-increasing role of ethical fashion and sustainability. The authors also offer an expanded view of fashion and luxury by moving beyond just clothing and apparel to include other fashionable and luxurious products and services, including technology. Packed with attractive visuals from fashion and culture, and accompanied by chapter summaries, questions and exercises, this textbook is essential reading for students studying fashion, luxury, marketing, management, retailing, branding and communications. Also provided for educators are supporting PowerPoint slides and an instructor’s manual to support use of the textbook with students. Suitable for Fashion Marketing/Fashion Consumer Behaviour modules as well as a general text for Fashion Marketing programmes. The text will also appeal to Luxury programmes (MBA etc) and Retail Marketing modules (UG).

Download or read book Fashion Marketing in Emerging Economies Volume I written by Frederica Brooksworth and published by Springer Nature. This book was released on 2022-12-06 with total page 286 pages. Available in PDF, EPUB and Kindle. Book excerpt: Over the past few decades emerging markets have experienced an increased share of global manufacturing service within the fashion industry, coupled with an increasing market share, particularly for women’s mid-market apparel. In order for fashion firms to succeed in these markets it is crucial to gain an understanding of the state of the industry, macro-environmental factors, traditions and religious beliefs. A one-size-fits-all approach to global fashion marketing strategy now requires a step-change; fashion firms require dedicated strategies which fit the need of the fashion brands that are operating or seeking to operate within emerging markets. In this contributed volume, authors shed light on fashion marketing strategy for emerging economies and recognise these markets as major growth centres. Chapters explore core topics such as brand management, sustainability, digital marketing, analytics and data science. Covering a wide range of emerging markets, chapters provide case studies from China, India, Ethiopia, Romania, Turkey, Brazil and Nigeria, among others. This book responds to the growing demand for research, information, recommendations and insight from practitioners, entrepreneurs and academics who are eager to understand marketing strategies, tools and technologies that will work within this unique industry.

Download or read book Marketing Communications written by Micael Dahlen and published by John Wiley & Sons. This book was released on 2009-12-21 with total page 613 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing Communications: A Brand Narrative Approach is a mainstream, student-driven text which gives prominence to the driving force of all Marketing Communications: the imperative of Branding. The book aims to engage students in an entertaining, informative way, setting the conceptual mechanics of Marketing Communications in a contemporary, dynamic context. It includes key current trends such as: Brand narrative approach - Cases such as Dove, Harley-Davidson, Nike and World of War Craft feature real-life, salient examples which are engaging for students and reflect the growth of co-authored brand ‘stories’ to help build and maintain brands by customer engagement through meaningful dialogues. Media neutral/multi-media approach - This text has a sound exploration of online and offline synergy combining one-message delivery and multi-media exposures, through examples of companies and political campaigns using ‘non-traditional’ media to reach groups not locking into ‘normal channels’. This brand new text features an impressive mixture of real-life brand case studies underpinned with recent academic research and market place dynamics. The format is structured into three sections covering analysis, planning and implementation and control of Marketing Communications. Using full colour examples of brands, and student-friendly diagrams, the book acknowledges that the modern student learns visually as well as through text. ***COMPANION WEBSITE - www.marketing-comms.com ***

Download or read book Mastering Fashion Marketing written by Tim Jackson and published by Bloomsbury Publishing. This book was released on 2017-09-16 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is the first book on the subject that combines contemporary marketing theory with analysis of operational marketing practice within the fashion industry. It contains the views of key practitioners and much original case study material from leading fashion organizations to provide unique insights into the reality of fashion marketing.

Download or read book Pioneering New Perspectives in the Fashion Industry written by Elaine L Ritch and published by Emerald Group Publishing. This book was released on 2023-05-18 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: Tailored for fashion students and equally relevant for fashion professionals, Pioneering New Perspectives in the Fashion Industry: Disruption, Diversity and Sustainable Innovation presents a ground-breaking, comprehensive and cutting-edge analysis of the challenges and opportunities reshaping the global fashion industry.

Download or read book Fashion Management written by Rosemary Varley and published by Bloomsbury Publishing. This book was released on 2018-10-30 with total page 359 pages. Available in PDF, EPUB and Kindle. Book excerpt: This new textbook, authored by a team of expert researchers and lecturers based at the London College of Fashion, is one of the first in the field to examine strategic management in the context of the fashion industry, catering specifically for students hoping to work in the sector. International in approach, the text covers all aspects of strategic management, from growth strategy and financial management to brand and supply chain management. Fashion Management's engaging style, page design and pedagogical framework makes it accessible to students at all levels, while the authors' extensive expertise ensures that the content is always underpinned by rigorous academic research. Established key topics and significant contemporary issues – such as sustainability, the digital, and corporate social responsibility – are considered from both a theoretical and practical perspective, with real-world examples drawn from high-profile, global fashion organisations. This is an ideal core textbook for those studying on undergraduate and postgraduate degree courses in fashion management and fashion marketing. The book will also be an important supplementary resource for courses in marketing, retailing and business studies, with the fashion industry providing an effective context for students to engage with the application of theory.