What do fashion buyers do? How do they think? What does forecasting trends or planning a range actually entail? How can they shape the future of fashion?
Featuring new interviews and analysis of the most up-to-date industry figures and trends, this 3rd edition has all you need to get up-to-speed on the people, processes and practicalities of buying in the fashion industry today.
Illustrated with colour diagrams and fashion photographs, five to-the-point chapters break down the key areas of fashion buying: the role of the buyer; buying inspiration; suppliers and sourcing; range and merchandise planning; and current industry trends. Tips, summaries, questions and activities help you apply your knowledge throughout the book.
All-new case studies and interviews put each chapter into professional context, giving an insight into the leaders in the global fashion trade. You'll also find new coverage of the changing retail landscape, as well as additional coverage of pricing and costing supported with in-depth exercises. The book concludes by looking to future trends, including sustainability, social media and AI, fashion technology and digital fashion.
Bringing together the authors' more than 40 years' combined industry experience, this introduction is ideal for students of fashion design, marketing, buying and management ready to shape the future of fashion.
Rezensionen / Stimmen
Praise for the previous edition:
In five to-the-point chapters, Fashion Buying delivers all that is needed to know about becoming a buyer. It is at once detailed and efficient; a masterful little book that inevitably paves the way to a better understanding of the merchandising environment and the job of a fashion buyer. -- Susan N. Spencer, Merchandise Product Development and Merchandise Marketing Faculty, Fashion Institute of Design and Merchandising, USA
Reihe
Auflage
Sprache
Verlagsort
Verlagsgruppe
Bloomsbury Publishing PLC
Zielgruppe
Für höhere Schule und Studium
Produkt-Hinweis
Broschur/Paperback
Klebebindung
Illustrationen
Maße
Höhe: 229 mm
Breite: 162 mm
Dicke: 12 mm
Gewicht
ISBN-13
978-1-350-28057-1 (9781350280571)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Klassifikation
Clare McTurk is Principal Lecturer in Fashion Buying and Sustainability lead at the Manchester Fashion Institute, Manchester Metropolitan University, UK. Originating from an apparel buying background in the outdoor industry Clare has over 25 years of teaching and professional fashion industry experience. Research interests include Made in Britain, Fashion Business, Fashion Buying, International Fashion Sourcing, Ethical Trade and Sustainability, and teaching and learning.
Dimitri Koumbis is a lecturer at LIM College in New York City. He has over 15 years of retail experience as a practitioner and educator, working in creative marketing and design management for fast fashion brands such as Urban Outfitters and Gap, Inc. Additionally, Dimitri is a retail consultant and strategist for emerging and SME brands.
Autor*in
Manchester Fashion Institute, Manchester Metropolitan University, UK
LIM College, New York City
Introduction
Chapter Summary
1. The Fashion Buyer
Fashion Retail Environments
The Buyer's Relationship with the Retail Environment
Types of Retail Stores
National Brands Vs Private Labels
What Is the Fashion Buyer?
Buying Teams and Their Working Environment
Fashion Buying Approaches and the Consumer
Fashion Cycles
Product-Specific Purchasing - Classifications
Case Study: The Global Buying Director
Interview: Andrew Searson, Adidas
Chapter 1 Summary
Discussion Points/Exercises
2. Sources of Buying Inspiration
Buyers and Market Intelligence
Market Research
Focus On the Customer
Trend Forecasting
Buying Markets and International Trade Fairs
Competition Shopping
Case Study: Seek Berlin at Berlin Fashion Week
Interview: Damien Winpenny Sales Manager - Seek
Chapter 2 Summary and Extra Reading
Discussion Points/Exercises
3. Suppliers, Sourcing, Communication and Range Planning
The Relationship Between, Designer, Buyer and Quality Assurance.
What Is A Supply Chain?
The Buyers Role in the Supply Chain
The Buyer - Supplier Relationship
Sourcing Suppliers
Managing the Supply Base
Monitoring Supplier Performance
Sourcing Issues
Global Sourcing
Developing Product Categories and Selecting Lines
Fabric Selection
Fashion Lead-Times, Critical Path and the Fashion Cycle
Fashion Buyers and Fabric Sourcing
Selecting and Buying Garments
Case Study: The Designer and Buyer Perspective
Interview: Stephen Park and Stephanie Stumbaugh
Chapter 3 Summary and Extra Reading
Discussion Points/Exercises
4. Range and Merchandise Planning
What Is Merchandise Planning?
Buyer and Merchandiser Relationship
Buyer Instinct Vs Planning
Buyer Success and Key Performance Indicators (KPIs)
Merchandise Planning Processes
Merchandise Pricing and Markdowns
Risk, Range Planning, Width, and Depth
Getting the Range Balance Right
Selecting and Grading the Store Ranges
Product Sampling and Final Range Preparation
Case Study: WhichPLM
Interview: Mark Harrop
Chapter 4 Summary and Extra Reading
Discussion Points/Exercises
5. Trends in Fashion Buying
Consumer Connection and Promotional Activities
Branding, Advertising and Marketing
Social Media and the AI Influencer
Visual Merchandising
Showtelling and Pop-Up
Fashion Technology and the Digital Fashion Landscape
Corporate Social Responsibility (CSR) Vs Environmental Social Governance (ESG)
Fashion Circularity
Intellectual Property Rights
Case Study: CLO Virtual Fashion Inc.
Interview: Simon JH Kim - Global CEO
Chapter 5 Summary and Extra Reading
Discussion Points/Exercises
Conclusion
Glossary
Industry Resources
Index
Acknowledgments and Picture Credits
