The Marketing of Fashion

Kathryn McKelvey

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

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.
Original languageEnglish
Title of host publicationTextiles and fashion: Materials, design and technologies
EditorsR. Sinclair
Place of PublicationCambridge
PublisherWoodhead
Pages763-797
Number of pages894
ISBN (Print)9781845699314
Publication statusPublished - 28 Nov 2014

Publication series

NameWoodhead Publishing Series in Textiles
PublisherWoodhead Publishing

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