Highlighting the skills and considerations needed to manage products, this book will also help readers to understand processes such as product development, the supply chain and branding. It examines traditional and newer roles within the industry, discussing the roles of buyers, retailers and merchandisers. Interviews, photographs and case studies combine to make this an exciting and current career guide.
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Virginia Grose is Principal Lecturer and Course Leader for MA Fashion Business Management at the University of Westminster and Design Executive and Product Developer at Courtaulds Textiles. With a background in product development in the fashion industry supplying major retailers in the UK and USA, after leaving Courtaulds in 2006 Virginia has worked as a consultant to Treasure Step International, Hong Kong supplying niche clients in Europe where she was able to develop and work with just about anything made with cashmere and other knitwear products.
Introduction. Context and concept: From couture to high street; Designer typology; Research and idea generation; Trend forecasting; Interview- Kim Mannino; Case study- WGSN; Chapter 1 summary. Product development: The role of design in business; The product mix; Garment specifications- sampling; Interview- George Sharp; Case study- Marks & Spencer; Chapter 2 summary. Retail strategy: Defining retail strategy; The marketing mix- position; The marketing mix- place; The marketing mix- price; The marketing mix- people; Interview- Belinda Dickson; Case study- Topshop; Chapter 3 summary. The supply chain: The textile industry; Supply chain management; Global resourcing; Risk management; Logistics and outsourcing in the supply chain; Ethics in the supply chain; Interview- Rob Hendry; Case study- Walmart; Chapter 4 summary. Branding: Customer profiling; Building a brand; Luxury brands; Brand promotion; Brand protection; Interview- Nicky Lovell; Case study- Louis Vuitton; Chapter 5 summary. Conclusion; Glossary; Bibliography; Useful websites; Index; Acknowledgements and picture credits; Working with ethics.
I will be recommending this book to my class for spring. I will be suggesting students purchase some other AVA books from the Basics series as well ... I like the case studies and interviews included in the books. * Mitzi Cook, Appalachian State University, US * Having spent the last 16 years in Buying & Merchandising I found the book to be a very good reflection of the overall process of getting a product to the customer ... It is refreshing to see books that are very current on the subject area, with some great relevant examples. * Paul Mackie, University of Southampton, UK * Excellent, really a beautiful book. * Young Kim, Kent State University, US * It's a great book and perfectly summarises what our course is all about, as well as being visually stimulating, which I feel is important for a Creative Industries course. * Karen Cross, The Robert Gordon University, UK * I think this is a book that should be given to every fashion student ... I've been planning a commercial line for a while now and this book gave me amazing insight ... I especially responded to the case studies examined in every section, they drive home and expand on the information gathered in the chapter by matching it to a relevant company; the focus on Topshop was my favorite ... this book will be an important reference guide in my ongoing journey though fashion ... contains a goldmine of information for a novice and holds important considerations for the professional. * Sheri Lee, Fashion designer and writer, www.safashiongirl.com * A perfect book for graduate studies. It refreshed subjects that students should have been covered already such as haute couture, pret-a-porter, and street wear ... what I really liked was the interview with the questions and the case study at the end of the chapters. * Marie-Eve Faust, Philadelphia University, US * Another great edition to the Basics range! Clear and easily accessed information, that is both informative and inspirational. The exercises at the end of sections help reinforce learning and summarise learning outcomes. * Hilary Turnock, University of Sunderland, UK * The book gives a clear introductory overview of the critical path. The text is enhanced by current and relevant visuals which bring the content to life. The book is clearly structured enabling a year 1 student to follow the journey of a design concept to a finished product. The supporting information in the conclusion, particularly the glossary provides good current definitions of the language used in the industry. * R. Goulding, Nottingham Trent University, UK *
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