Fashion
Marketing
Third Edition
Edited by
Mike Easey
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Contents
Part A: Understanding
Fashion Marketing 1
1
An Introduction to Fashion Marketing 3
Mike Easey
1.1 What is fashion? 3
1.2 What is marketing? 5
1.3 What is fashion marketing? 7
1.4 Fashion marketing in practice 7
1.5 How fashion marketing can help the
fashion industry 11
1.6 What fashion marketers do: fi ve examples
12
1.7 Ethical issues in fashion marketing 13
1.8 An overview of the fashion marketing
process 15
1.9 Summary 16
Further reading 17
2
The Fashion Market and the Marketing Environment 18
Christine Sorensen
2.1 Introduction 18
2.2 The development of the fashion market 18
2.3 The fashion market: size and structure 21
2.4 Marketing environment 26
2.5 Micro-marketing environment 26
2.6 Macro-marketing environment 34
2.7 Trends in the marketing environment 56
2.8 Summary 58
Further reading 59
Part B: Understanding and
Researching the
Fashion Purchaser 61
3
The Fashion Consumer and Organizational Buyer 63
Mike Easey
3.1 Introduction 63
3.2 Why study the fashion buyer? 64
3.3 Fashion consumer decision-making 68
3.4 Psychological processes 73
3.5 Sociological aspects of consumer
behaviour 83
3.6 The organizational buyer 94
3.7 Summary 95
Further reading 96
4
Fashion Marketing Research 97
Patricia Gray
4.1 Introduction 97
4.2 The purpose of marketing research 97
4.3 An overview of the marketing research
process 100
4.4 Problem defi nition and setting research
objectives 100
4.5 Research design 100
4.6 Data sources 101
4.7 Practical sampling methods 103
4.8 Primary data collection methods 108
4.9 Data collection methods 111
4.10 Questionnaire design 113
4.11 Attitude measurement and rating scales
117
4.12 The role of marketing research in new
product development 119
4.13 Forecasting fashion 121
4.14 The Internet as a research tool 123
4.15 International marketing research 126
4.16 Summary 127
Further reading 128
Part C: Target Marketing
and Managing the
Fashion Marketing Mix 129
5
Segmentation and the Marketing Mix 131
Mike Easey and Christine
Sorensen
5.1 Introduction and overview 131
5.2 Mass marketing and market segmentation 131
5.3 Segmentation: rationale, bases and
strategy 134
5.4
Positioning and perceptual mapping 140
5.5 The fashion marketing mix 141
5.6 Summary 143
Further reading 144
6
Designing and Marketing Fashion Products 145
Sheila Atkinson and Mike
Easey
6.1 Introduction 145
6.2 The importance of fashion products 145
6.3 The nature of fashion products 147
6.4 The fashion industry and new product
development 157
6.5 Retail buying sequence: autumn and
winter season 161
6.6 The product mix and range planning 163
6.7 Fashion and related life cycles 169
6.8 Summary 176
Further reading 176
7
Pricing Garments and Fashion Services 177
Mike Easey
7.1 Introduction 177
7.2 Different views of price 177
7.3 The role of price decisions within
marketing strategy 178
7.4 External factors infl uencing price
decisions 180
7.5 Internal factors infl uencing price
decisions 183
7.6 Main methods of setting prices 184
7.7 Pricing strategies in relation to new
products 190
7.8 Pricing strategies to match the
competition 191
7.9 Price changes 193
7.10 Summary 195
Further reading 195
8
Fashion Distribution 196
John Willans
8.1 Introduction 196
8.2 The importance of fashion retailing 196
8.3 Structural issues 198
8.4 The industry’s components 202
8.5 Trends in retailing 208
8.6
The Internet 213
8.7 The ‘grey market’ 215
8.8 Retail marketing effectiveness 215
8.9 Summary 216
Further reading 216
9
Fashion Marketing Communications 218
Gaynor Lea-Greenwood
9.1 Introduction 218
9.2 The marketing communications environment
219
9.3 The traditional approach to promotion 220
9.4 Fashion advertising 223
9.5 Sales promotion 225
9.6 Public relations 226
9.7 Celebrity endorsement and sponsorship 227
9.8 Personal selling 229
9.9 Visual merchandising to visual marketing
230
9.10 International marketing communications
232
9.11 Ethics in marketing communications 233
9.12 Evaluating the effectiveness of
marketing communications 234
9.13 New directions in fashion marketing
communications 235
9.14 Summary 236
Useful websites 236
Further reading 237
10
Fashion Marketing Planning 238
Mike Easey
10.1 Introduction 238
10.2 The planning process and objectives 238
10.3 Marketing audits and SWOT analysis 240
10.4 Marketing strategy 243
10.5 The fashion marketing plan 246
10.6 Implementation and organizational issues
247
10.7 Summary 250
Further reading 250
