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.
|Title of host publication||Textiles and fashion: Materials, design and technologies|
|Place of Publication||Cambridge|
|Number of pages||894|
|Publication status||Published - 28 Nov 2014|
|Name||Woodhead Publishing Series in Textiles|