Virginia Grose

A Practical Guide to the Fashion Industry (eBook, ePUB)

Concept to Customer

• Format: ePub

Produktbeschreibung

Highlighting the skills and considerations needed to manage products, Virginia Grose introduces key processes such as product development, the supply chain and branding to help you quickly get to grips with the business side of fashion. Examining traditional and newer roles within the industry, discussing the roles of buyers, retailers and merchandisers interviews and case studies give insight into the realities of this competitive industry.

This second edition has all new case studies, interviews and projects as well as coverage of sustainable practice, the use of social media, the circular economy and slow fashion. There's also more on digital storytelling, online and offline retailing and elements of retail entertainment for customers plus the impact of fast fashion throughout the industry.

Produktdetails

• Verlag: Bloomsbury UK eBooks
• Seitenzahl: 176
• Erscheinungstermin: 28. Januar 2021
• Englisch
• ISBN-13: 9781350227392
• Artikelnr.: 60920673

Autorenporträt

Virginia Grose is Principal Lecturer and Course Leader for MA Fashion Business Management at the University of Westminster and Design Executive and Product Developer at Courtaulds Textiles. With a background in product development in the fashion industry supplying major retailers in the UK and USA, after leaving Courtaulds in 2006 Virginia has worked as a consultant to Treasure Step International, Hong Kong supplying niche clients in Europe where she was able to develop and work with just about anything made with cashmere and other knitwear products.

Inhaltsangabe

Introduction 1. Context and Concept From couture to high street Designer
typology Research and idea generation Trend forecasting Interview: Emily
Gordon-Smith Case study: EDITED Chapter summary 2. Product Development The
role of design in business The product mix Garment specifications: sampling
Interview: Steven Tai Case study: MATCHESFASHION.COM Chapter summary 3.
Retail Strategy Defining retail strategy Implementing retail strategy The
marketing mix: position The marketing mix: place The marketing mix: price
The marketing mix: people Interview: Richard Hurtley Case study: Farfetch
Chapter summary 4.The Fashion Supply Chain Background of the textile
industry and supply chains What is fast fashion? Global sourcing and world
class supply chain models Sustainability in fashion supply chains Risk
measures and controls in fashion supply chains Logistics and outsourcing in
the supply chain Interview: Liz Leffman Case study: Kering Group Chapter
summary 5. Fashion Brands Customer Profiling Building a Brand Luxury Brands
Mass Market and Fast Fashion Brands Storytelling & Brand Promotion Brand
Protection Interview: Paul Alger Case study: The British House Chapter
summary Conclusion Glossary Bibliography Useful Websites