Name: Fashion Brand Management: Plan, Scale and Market a Successful Fashion Business (en Inglés)
Price: 35.62 EUR
Availability: InStock
Author: Lowe, Alison
ISBN: 9781398609006

Formato

Libro Físico

Autor

Alison Lowe

Editorial

Kogan Page

Idioma

Inglés

N° páginas

344

Encuadernación

Tapa Blanda

Dimensiones

24.4 x 17.0 x 2.2 cm

Peso

0.51 kg.

ISBN13

9781398609006

N° edición

Categorías

Publicidad
Industria textil
Moda y belleza

Fashion Brand Management: Plan, Scale and Market a Successful Fashion Business (en Inglés)

Alison Lowe (Autor) · Kogan Page · Tapa Blanda

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35,62 €

37,49 €

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Reseña del libro "Fashion Brand Management: Plan, Scale and Market a Successful Fashion Business (en Inglés)"

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.