@inbook{fd3f03aa9b054be9af467b1115a350a5,
title = "The Marketing of Fashion",
abstract = "The purpose of this chapter is to introduce the principles of marketing and the marketing mix. Emphasis is on market research and the Four C's – consumer, cost, convenience and communication. The symbiotic relationship between the fashion design and marketing process is illustrated. Branding and its importance in targeting consumers are introduced. New technological developments are discussed as marketing media channels alongside traditional media channels. Promotional ideas are illustrated through two contrasting case studies. Commercial case studies in fashion, technology and digital marketing also support the marketing principles. Fashion forecasting material is introduced to help develop relevant fashion collections for relevant markets into the future.",
keywords = "Branding, Communication, Consumer, Convenience, Cost, Digital marketing, Fashion forecasting, Future trends, Marketing, Marketing plan, Media channels, New technology, Target markets",
author = "Kathryn McKelvey",
year = "2014",
month = nov,
day = "28",
language = "English",
isbn = "9781845699314",
series = "Woodhead Publishing Series in Textiles",
publisher = "Woodhead",
pages = "763--797",
editor = "R. Sinclair",
booktitle = "Textiles and fashion: Materials, design and technologies",
address = "United Kingdom",
}