Mastering fashion buying and merchandising
management
The first academic textbook covering European
retail fashion buying and merchandising. It provides a unique insight into best
practice across the fashion industry. - Covering design, marketing, sourcing,
negotiation, range planning, supply chain and stock management, it clearly
integrates current operational practice with theory. - This, combined with a
thorough explanation of careers, makes it a key text as it provides an
important reference source for existing practitioners, as well as being vital
for students, new entrants and those seeking a career change into buying and
merchandising.
In Fashion, Media, Promotion: the new black
magic Fashion is linked to its communication networks - involving the reader in
the process of selling Fashion in the global marketplace. Fashion's ingenuity
in adapting to new means of promotion for digital and print media, websites,
advertising, cinema, music and television, is celebrated. * Hollywood's role in
shaping Fashion's influence is assessed through Audrey Hepburn's persuasive
iconography and the impact of the most watched movie of the 20th century: Gone
with the Wind. * Exceptional designers Coco Chanel, Christian Dior, Rei
Kawakubo, Mary Quant, Elsa Schiaparelli, Vivienne Westwood are considered,
together with extraordinary innovators Paul Smith, Vidal Sassoon, Lynne Franks.
* Roland Barthes' Fashion System and Mythologies are viewed as cultural and
promotional texts, with revealing insights into the technologies which bring
Fashion to mass audiences. * Marketing and branding successes are reviewed and
Fashion's continuing narrative is illustrated with luminous colour images.
The word 'luxury' has almost lost its meaning.
Once used to describe genuinely prestigious products or places, the concept of
luxury has been hijacked by a multitude of aspiring or overpriced commodities,
from foot spas to chocolates. So what is real luxury? Which are the genuine
luxury brands, and how have they reacted to the rise of the 'mass luxury' sector?
What strategies do they use to lift themselves into the realm of the truly
elite? Who are their customers - and what kind of lives do these remarkable
people lead? How do luxury brands attract and retain them? And above all, where
can the industry turn now excess is out of fashion? With wit, accuracy and
insatiable curiosity, "Luxury World" takes us on a voyage around the
luxury universe, slipping behind the facades of the world's most sophisticated
businesses to show the reader how they function. Among other destinations,
best-selling author Mark Tungate visits Swiss watchmakers, the Champagne houses
of France, the diamond district of Antwerp, the luxury enclave of Monte Carlo,
the discreet ateliers of the last craftsmen and a host of brands in Paris - the
self-proclaimed capital of elegance. Along the way, he uncovers the true face
of today's luxury industry.
Why are some products and ideas talked about
more than others? Why do some articles make the most emailed list? Why do some
YouTube videos go viral? Word-of-mouth. Whether through face-to-face
conversations, emails from friends, or online product reviews, the information
and opinions we get from others have a strong impact on our own behaviour.
Indeed, word-of-mouth generates more than two times the sales of paid
advertising and is the primary factor behind 20-50% of all purchasing
decisions.It is between 8.5 and 30 times more effective than traditional
media.But want to know the best thing about word-of-mouth? It's available to
everyone.Whether you're a Fortune 500 company trying to increase sales, a
corner restaurant trying to raise awareness, a non-profit trying to fight
obesity, or a newbie politician running for city council, word-of-mouth can
help you succeed. And you don't have to have millions of dollars to spend on an
advertising budget. You just have to get people to talk.The challenge, though,
is how to do that. This book will show you how.
In this groundbreaking book Phil Barden reveals
what decision science explains about people s purchase behaviour, and
specifically demonstrates its value to marketing. He shares the latest research
on the motivations behind consumers choices and what happens in the human brain
as buyers make their decisions. He deciphers the secret codes of products,
services and brands to explain why people buy them. And finally he shows how to
apply this knowledge in day to day marketing to great effect by dramatically
improving key factors such as relevance, differentiation and credibility. *
Shows how the latest insights from the fields of Behavioural Economics,
psychology and neuro-economics explain why we buy what we buy * Offers a
pragmatic framework and guidelines for day-to-day marketing practice on how to
employ this knowledge for more effective brand management - from strategy to
implementation and NPD. * The first book to apply Daniel Kahneman s Nobel
Prize-winning work to marketing and advertising * Packed with case studies,
this is a must-read for marketers, advertising professionals, web designers,
R&D managers, industrial designers, graphic designers in fact anyone whose
role or interest focuses on the why behind consumer behaviour. * Foreword by
Rory Sutherland, Executive Creative Director and Vice-Chairman, OgilvyOne
London and Vice-Chairman,Ogilvy Group UK * Full colour throughout
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