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.
Basics Fashion Management 01: Concept to Customer examines the fashion business in detail and is a crucial handbook for fashion merchandising, buying and business undergraduates.
Virginia Grose has over 25 years' experience in the fashion industry. Originally trained as a fashion designer, she gained her professional experience with Courtaulds in the supply chain and product development sectors. She has worked with a range of international clients such as Marks & Spencer and Wal-Mart. She is currently course leader in MA Fashion Business Management at the University of Westminster, UK.
I will be recommending this book to my class for spring. I will be
suggesting students purchase some other books from the Basics
series as well ... I like the case studies and interviews included
in the books.
*Mitzi Cook, Appalachian State University, USA*
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, USA*
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,
prêt-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, USA*
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*
Together with the book by Dillon [The Fundamentals of Fashion
Management], this book gives a very good insight into the relevant
aspects of the business.
*Alexander Bretz, Mediadesign University of Applied Sciences
Germany*
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