Fashion Marketing (Hardcover, 2 ed)

Global markets and Global supplies; Supply chain strategies, structures and relationships; The challenges of fashion buying and merchandising; Segmenting fashion consumers: Reconstructing the challenge of consumer complexity; Developing a research agenda for the internationalization of fashion retailing; Retail brand marketing in the fashion industry; Competitive marketing strategies of luxury fashion companies; Store environment of fashion retailers: A Hong Kong perspective; The process of trend development leading to a fashion season; Innovation management in creating new fashion; Consumers and their negative selves, and the implications for fashion marketing; Fashion retailer desired and perceived identity; Fashion E-tailing; The international flagship stores of luxury fashion retailers; The making and marketing of a trend; Approaches to doing research