Marketing and branding inform many of the strategic and creative decisions involved in fashion design and product development. Marketing is a vital component of

‘Clothing that is not purchased or worn is not fashion’ (to paraphrase Armani) Knowledge of marketing is essential to help ensure success and reduce the ris

This is the first book on the subject that combines contemporary marketing theory with analysis of operational marketing practice within the fashion industry. I

Fashion is all about image. Consequently, fashion marketing communications – encompassing image management and public relations, branding, visual merchandisin

Fashion is everywhere! It transcends domains and applies to almost any kind of product (e.g., apparel, cars, digital devices, food, literature, travel, music, h