Fashion Marketing

1 - Contents [Seite 7]
2 - List of Contributors [Seite 11]
3 - Preface [Seite 13]
4 - Acknowledgements [Seite 17]
5 - Part A: Understanding Fashion Marketing [Seite 19]
5.1 - 1 An Introduction to Fashion Marketing [Seite 21]
5.1.1 - 1.1 What is fashion? [Seite 21]
5.1.2 - 1.2 What is marketing? [Seite 23]
5.1.3 - 1.3 What is fashion marketing? [Seite 25]
5.1.4 - 1.4 Fashion marketing in practice [Seite 25]
5.1.5 - 1.5 How fashion marketing can help the fashion industry [Seite 29]
5.1.6 - 1.6 What fashion marketers do: five examples [Seite 30]
5.1.7 - 1.7 Ethical issues in fashion marketing [Seite 31]
5.1.8 - 1.8 An overview of the fashion marketing process [Seite 33]
5.1.9 - 1.9 Summary [Seite 34]
5.1.10 - Further reading [Seite 35]
5.2 - 2 The Fashion Market and the Marketing Environment [Seite 36]
5.2.1 - 2.1 Introduction [Seite 36]
5.2.2 - 2.2 The development of the fashion market [Seite 36]
5.2.3 - 2.3 The fashion market: size and structure [Seite 39]
5.2.4 - 2.4 Marketing environment [Seite 44]
5.2.5 - 2.5 Micro-marketing environment [Seite 44]
5.2.6 - 2.6 Macro-marketing environment [Seite 52]
5.2.7 - 2.7 Trends in the marketing environment [Seite 74]
5.2.8 - 2.8 Summary [Seite 76]
5.2.9 - Further reading [Seite 77]
6 - Part B: Understanding and Researching the Fashion Purchaser [Seite 79]
6.1 - 3 The Fashion Consumer and Organizational Buyer [Seite 81]
6.1.1 - 3.1 Introduction [Seite 81]
6.1.2 - 3.2 Why study the fashion buyer? [Seite 82]
6.1.3 - 3.3 Fashion consumer decision-making [Seite 86]
6.1.4 - 3.4 Psychological processes [Seite 91]
6.1.5 - 3.5 Sociological aspects of consumer behaviour [Seite 101]
6.1.6 - 3.6 The organizational buyer [Seite 112]
6.1.7 - 3.7 Summary [Seite 113]
6.1.8 - Further reading [Seite 114]
6.2 - 4 Fashion Marketing Research [Seite 115]
6.2.1 - 4.1 Introduction [Seite 115]
6.2.2 - 4.2 The purpose of marketing research [Seite 115]
6.2.3 - 4.3 An overview of the marketing research process [Seite 118]
6.2.4 - 4.4 Problem definition and setting research objectives [Seite 118]
6.2.5 - 4.5 Research design [Seite 118]
6.2.6 - 4.6 Data sources [Seite 119]
6.2.7 - 4.7 Practical sampling methods [Seite 121]
6.2.8 - 4.8 Primary data collection methods [Seite 126]
6.2.9 - 4.9 Data collection methods [Seite 129]
6.2.10 - 4.10 Questionnaire design [Seite 131]
6.2.11 - 4.11 Attitude measurement and rating scales [Seite 135]
6.2.12 - 4.12 The role of marketing research in new product development [Seite 137]
6.2.13 - 4.13 Forecasting fashion [Seite 139]
6.2.14 - 4.14 The Internet as a research tool [Seite 141]
6.2.15 - 4.15 International marketing research [Seite 144]
6.2.16 - 4.16 Summary [Seite 145]
6.2.17 - Further reading [Seite 146]
7 - Part C: Target Marketing and Managing the Fashion Marketing Mix [Seite 147]
7.1 - 5 Segmentation and the Marketing Mix [Seite 149]
7.1.1 - 5.1 Introduction and overview [Seite 149]
7.1.2 - 5.2 Mass marketing and market segmentation [Seite 149]
7.1.3 - 5.3 Segmentation: rationale, bases and strategy [Seite 152]
7.1.4 - 5.4 Positioning and perceptual mapping [Seite 158]
7.1.5 - 5.5 The fashion marketing mix [Seite 159]
7.1.6 - 5.6 Summary [Seite 161]
7.1.7 - Further reading [Seite 162]
7.2 - 6 Designing and Marketing Fashion Products [Seite 163]
7.2.1 - 6.1 Introduction [Seite 163]
7.2.2 - 6.2 The importance of fashion products [Seite 163]
7.2.3 - 6.3 The nature of fashion products [Seite 165]
7.2.4 - 6.4 The fashion industry and new product development [Seite 175]
7.2.5 - 6.5 Retail buying sequence: autumn and winter season [Seite 179]
7.2.6 - 6.6 The product mix and range planning [Seite 181]
7.2.7 - 6.7 Fashion and related life cycles [Seite 187]
7.2.8 - 6.8 Summary [Seite 194]
7.2.9 - Further reading [Seite 194]
7.3 - 7 Pricing Garments and Fashion Services [Seite 195]
7.3.1 - 7.1 Introduction [Seite 195]
7.3.2 - 7.2 Different views of price [Seite 195]
7.3.3 - 7.3 The role of price decisions within marketing strategy [Seite 196]
7.3.4 - 7.4 External factors influencing price decisions [Seite 198]
7.3.5 - 7.5 Internal factors influencing price decisions [Seite 201]
7.3.6 - 7.6 Main methods of setting prices [Seite 202]
7.3.7 - 7.7 Pricing strategies in relation to new products [Seite 208]
7.3.8 - 7.8 Pricing strategies to match the competition [Seite 209]
7.3.9 - 7.9 Price changes [Seite 211]
7.3.10 - 7.10 Summary [Seite 213]
7.3.11 - Further reading [Seite 213]
7.4 - 8 Fashion Distribution [Seite 214]
7.4.1 - 8.1 Introduction [Seite 214]
7.4.2 - 8.2 The importance of fashion retailing [Seite 214]
7.4.3 - 8.3 Structural issues [Seite 216]
7.4.4 - 8.4 The industry's components [Seite 220]
7.4.5 - 8.5 Trends in retailing [Seite 226]
7.4.6 - 8.6 The Internet [Seite 231]
7.4.7 - 8.7 The 'grey market' [Seite 233]
7.4.8 - 8.8 Retail marketing effectiveness [Seite 233]
7.4.9 - 8.9 Summary [Seite 234]
7.4.10 - Further reading [Seite 234]
7.5 - 9 Fashion Marketing Communications [Seite 236]
7.5.1 - 9.1 Introduction [Seite 236]
7.5.2 - 9.2 The marketing communications environment [Seite 237]
7.5.3 - 9.3 The traditional approach to promotion [Seite 238]
7.5.4 - 9.4 Fashion advertising [Seite 241]
7.5.5 - 9.5 Sales promotion [Seite 243]
7.5.6 - 9.6 Public relations [Seite 244]
7.5.7 - 9.7 Celebrity endorsement and sponsorship [Seite 245]
7.5.8 - 9.8 Personal selling [Seite 247]
7.5.9 - 9.9 Visual merchandising to visual marketing [Seite 248]
7.5.10 - 9.10 International marketing communications [Seite 250]
7.5.11 - 9.11 Ethics in marketing communications [Seite 251]
7.5.12 - 9.12 Evaluating the effectiveness of marketing communications [Seite 252]
7.5.13 - 9.13 New directions in fashion marketing communications [Seite 253]
7.5.14 - 9.14 Summary [Seite 254]
7.5.15 - Useful websites [Seite 254]
7.5.16 - Further reading [Seite 255]
7.6 - 10 Fashion Marketing Planning [Seite 256]
7.6.1 - 10.1 Introduction [Seite 256]
7.6.2 - 10.2 The planning process and objectives [Seite 256]
7.6.3 - 10.3 Marketing audits and SWOT analysis [Seite 258]
7.6.4 - 10.4 Marketing strategy [Seite 261]
7.6.5 - 10.5 The fashion marketing plan [Seite 264]
7.6.6 - 10.6 Implementation and organizational issues [Seite 265]
7.6.7 - 10.7 Summary [Seite 268]
7.6.8 - Further reading [Seite 268]
8 - Glossary of Fashion Marketing Terms [Seite 269]
8.1 - A [Seite 269]
8.2 - B [Seite 269]
8.3 - C [Seite 269]
8.4 - D [Seite 269]
8.5 - E [Seite 269]
8.6 - F [Seite 269]
8.7 - G [Seite 270]
8.8 - I [Seite 270]
8.9 - L [Seite 270]
8.10 - M [Seite 271]
8.11 - N [Seite 272]
8.12 - O [Seite 272]
8.13 - P [Seite 272]
8.14 - S [Seite 273]
8.15 - V [Seite 273]
9 - Index [Seite 275]
9.1 - A [Seite 275]
9.2 - B [Seite 275]
9.3 - C [Seite 275]
9.4 - D [Seite 275]
9.5 - E [Seite 275]
9.6 - F [Seite 276]
9.7 - G [Seite 276]
9.8 - H [Seite 276]
9.9 - I [Seite 276]
9.10 - J [Seite 276]
9.11 - L [Seite 276]
9.12 - M [Seite 276]
9.13 - N [Seite 277]
9.14 - O [Seite 277]
9.15 - P [Seite 277]
9.16 - Q [Seite 278]
9.17 - R [Seite 278]
9.18 - S [Seite 278]
9.19 - T [Seite 278]
9.20 - U [Seite 278]
9.21 - V [Seite 278]
9.22 - W [Seite 278]