Marketing de moda

by Harriet Posner

Marketing and branding inform many of the strategic and creative decisions involved in fashion design and product development. Marketing is a vital component of the industry and an understanding of its importance and role is essential for those planning a career in fashion. Marketing Fashion, Second Edition is a practical guide to the fundamental principles of marketing and branding, from developing brand identity to creating a customer profile. The book explains key theoretical concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market. All tools in the modern marketer's kit are discussed, from attending fashion fairs to viral marketing and online strategies. Using examples and case studies drawn from a broad range of fashion, textile, and retail businesses, students are led through the marketing process from initial consumer and market research to the creation of exciting marketing and branding campaigns. The book is designed to appeal to students at degree or foundation level as well as those contemplating a career within the fashion industry.

Genres: Fashion

240 pages, Paperback

First published September 1, 2015

Reviews

[Isabela N · Rating 5 out of 5]

The author explains fundamental marketing concepts adapted to the fashion field and gives many real life examples and valuable insights. The book begins with a great overview of the industry. It takes you from the research stage to the brand creation and positioning phase and eventually discusses various promotion techniques and possible careers. It's full of knowledge and it won't disappoint either complete beginners or people already slightly familiar with basic marketing or fashion concepts. A valuable and inspiring read for anyone interested in the complex and highly competitive field of fashion.

[Dmitry · Rating 1 out of 5]

(The English review is placed beneath the Russian one)

Совершенно обычная книга по основам маркетинга, в которую добавили красивые фотографии из сферы моды и назвали книгу не «Основы маркетинга», а «Marketing Fashion». Другими словами, информация, которая содержится в этой книге, практически ничем не отличается от информации, которую можно найти в любом хорошем учебнике по маркетингу, что означает, что читать эту книгу, если уже известны основы маркетинга, смысла нет никакого.

It's a completely ordinary book on the basics of marketing, in which beautiful pictures from the field of fashion have been added, and the book is called not “Marketing Basics”, but “Marketing Fashion”. In other words, the information contained in this book is virtually no different from the information that can be found in any good marketing textbook, which means that there is no point in reading this book if you already know the basics of marketing.

[Marisa · Rating 4 out of 5]

Good book. Shows how the traditional marketing applies to fashion. Quite academic but still useful to a fashion start up.

[Pranay Roy · Rating 4 out of 5]

Simple and detailed descriptions of how Marketing meets Fashion!

[Maisie Jones · Rating 3 out of 5]

Had to read a large chunk of this book for uni so feel like it’s only right to mark it for my goodreads goal

[Tammie · Rating 2 out of 5]

2.5 stars. A very cursory overview of marketing concepts with a strong focus in fashion - obviously. I really liked the case studies and found them to be really relevant, especially regarding digital marketing (possibly because it's the second edition).