Tilted Edition. Edited by Mike Easey WILEY-BLACKWELL. A John Wiley & Sons, Ltd., Publication

Transcription

1 A Tilted Edition v Edited by WILEY-BLACKWELL A John Wiley & Sons, Ltd., Publication

2 A \ / \ Contents List of Contributors Preface Acknowledgements Part A: Understanding Fashion Marketing 1 An Introduction to Fashion Marketing What is fashion? What is marketing? What is fashion marketing? Fashion marketing in practice How fashion marketing can help the fashion industry What fashion marketers do: five examples Ethical issues in fashion marketing An overview of the fashion marketing process 2 The Fashion Market and the Marketing Environment Christine Sorensen 2.1 Introduction 2.2 The development of the fashion market 2.3 The fashion market: size and structure 2.4 Marketing environment 2.5 Micro-marketing environment 2.6 Macro-marketing environment 2.7 Trends in the marketing environment" 2.8 readina ix xi XV

3 n o Part B: Understanding and Researching the g- Fashioni Purchaser 61 3 The Fashion Consumer and Organizational Buyer o ificr l asi HUM i V^UIISUIIICI ai I\_J wiv^ai iiz.auui lai UUJICI M/ke Introduction Why study the fashion buyer? Fashion consumer decision-making Psychological processes Sociological aspects of consumer behaviour The organizational buyer Fashion Marketing Research Patricia Gray Introduction The purpose of marketing research An overview of the marketing research process Problem definition and setting research objectives Research design Data sources Practical sampling methods Primary data collection methods Data collection methods Questionnaire design Attitude measurement and rating scales The role of marketing research in new product development Forecasting fashion The Internet as a research tool International marketing research Part C: Target Marketing and Managing the Fashion Marketing Mix Segmentation and the Marketing Mix 131 and Christine Sorensen 5.1 Introduction and overview Mass marketing and market segmentation Segmentation: rationale, bases and strategy 134

4 5.4 Positioning and perceptual mapping 140 Q 5.5 The fashion marketing mix Designing and Marketing Fashion Products 145 Sheila Atkinson and 6.1 Introduction The importance of fashion products The nature of fashion products The fashion industry and new product development Retail buying sequence: autumn and winter season The product mix and range planning Fashion and related life cycles Pricing Garments and Fashion Services Introduction Different views of price The role of price decisions within marketing strategy External factors influencing price decisions Internal factors influencing price decisions Main methods of setting prices Pricing strategies in relation to new products Pricing strategies to match the competition Price changes Fashion Distribution 196 John Willans 8.1 Introduction The importance of fashion retailing Structural issues The industry's components " Trends in retailing 208

5 n o 8.6 The Internet 8.7 The 'grey market' 8.8 Retail marketing effectiveness 8.9 Fashion Marketing Communications Gaynor Lea-Greenwood 9.1 Introduction 9.2 The marketing communications environment 9.3 The traditional approach to promotion 9.4 Fashion advertising 9.5 Sales promotion 9.6 Public relations 9.7 Celebrity endorsement and sponsorship 9.8 Personal selling 9.9 Visual merchandising to visual marketing 9.10 International marketing communications 9.11 Ethics in marketing communications 9.12 Evaluating the effectiveness of marketing communications 9.13 New directions in fashion marketing communications 9.14 Useful websites Index Fashion Marketing Planning 10.1 Introduction 10.2 The planning process and objectives 10.3 Marketing audits and SWOT analysis 10.4 Marketing strategy 10.5 The fashion marketing plan 10.6 Implementation and organizational issues 10.7 i of Fashion Marketing Terms