The Fundamentals of Fashion Management

Introduction

1. The Business of Fashion
The fashion industry: An overview
The impact of technology
Influential designers and global fashion brands
Case study: Burberry
Chapter summary
Checklist
Exercise
Interview: Jamie Huckbody

2. Fashion Trend Prediction
Understanding fashion forecasting and trend prediction
Product development, lifecycle and trends
The forecasting process
Trend prediction as a tool for fashion brands
Forecasting and trend prediction companies
Case study: Trendstop
Chapter summary
Checklist
Exercise
Interview: Jaana Jätyri

3. Getting a Product to Market
The fashion organisation
The role of the fashion manager
Basic management methods for fashion managers
Marketing management theories and frameworks
Case study: Prada
Chapter summary
Checklist
Exercise
Interview: Simon Johnson

4. Fashion Transition
Fashion buying
Fashion merchandising
Global sourcing and the supply chain
Retail
Distribution channels
Case study: Topshop app
Chapter summary
Checklist
Exercise
Interview: Michelle Vaughan

5. Fashion Marketing and Communication
Understanding marketing
The fashion consumer
Fashion promotion
Fashion communication
Case study: ZARA marketing strategy
Chapter summary
Checklist
Exercise
Interview: Jamie Holloway

6. The Fashion Machine
The fashion calendar
The fashion press
Fashion editorial
Fashion curating, online exhibition and the trade show
Case study: The future of New York Fashion Week
Chapter summary
Checklist
Exercise
Interview: Charmone Diane Williams

7. Fashion Entrepreneurship and Management
Entrepreneurial practice
Developing new concepts through to commercialization
Identifying market opportunities in the 21st-century global fashion industry
New and emerging business models
Planning and management of the creative enterprise
Raising finance for creative projects
Understanding IP and protecting design work
Case study: Nabil Nayal
Chapter summary
Checklist
Exercise
Interview: Nabil Nayal

Conclusion
Bibliography