Fashion Marketing: Contemporary Issues, Second edition - Pr School

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The process of trend development leading to a fashion season 187 Date of interview Respondent name Company November 1999 Mathew Jeatt <strong>Pr</strong>omostyl Kim Mannino November 1999 Bridget Miles Marks & Spencer November 1999 Joanna Bowring (written Courtaulds response) October 1999 Ros Hibbert Live September 2000 Jenny Carrington Woman’s Journal September 2000 Confidentiality retained Company magazine (written response) September 2000 Nicola Griffin Selfridges October 2000 Tony Glenville AV Studio
10 Innovation management in creating new fashions Beatrice Le Pechoux, Trevor J. Little and Cynthia L. Istook Introduction Each apparel manufacturer’s new collections of garments and accessories are created to satisfy a predicted target consumer demand. These demand predictions are based on target market research and past sales analysis, and input from experienced product merchandisers, designers and buyers. The collections are influenced by trends observed in apparel and related industries (textile, shoes, accessories, home furnishings, etc.), and/or other industries (such as entertainment, sports, music or automotive), as well as wider environmental movements (cultural, social, technological, economical, etc.). All these elements combined help determine the concepts and themes for the new season. Relevant materials, colour palettes and silhouettes are developed and selected accordingly. Trims and details may be added as further embellishments. These former and latter design elements are coordinated and grouped into product lines that meet cost, production and delivery time requirements. The apparel design process involves gathering and analysing information on fashion trends, markets and past line sales, and editing ideas for successful combinations of fabric, style and price. These ideas are the result of creativity.
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Fashion Marketing
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Fashion Marketing Contemporary Issu
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Contents Foreword List of Contribut
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Contents vii Why do fashion retaile
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Contents ix 14 The international fl
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Foreword Fashion is driven by creat
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List of contributors Emma Banister
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List of Contributors xv identity. H
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List of Contributors xvii M. C. Lam
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Acknowledgements Tony would like to
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Introduction In this introduction t
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Introduction xxiii supermarket fash
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1 Globalization: global markets and
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Globalization: global markets and g
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2 Supply chain strategies, structur
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Supply chain strategies, structures
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Challenges of fashion buying and me
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4 Segmenting fashion consumers: rec
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Segmenting fashion consumers 75 req
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Segmenting fashion consumers 77 seg
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Segmenting fashion consumers 79 (19
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Segmenting fashion consumers 81 (20
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Segmenting fashion consumers 83 if
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Segmenting fashion consumers 85 of
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Segmenting fashion consumers 87 Gub
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5 Developing a research agenda for
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Developing a research agenda for th
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6 Retail brand marketing in the fas
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Retail brand marketing in the fashi
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Competitive marketing strategies of
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Page 162 and 163: Competitive marketing strategies of
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Page 178 and 179: Store environment of fashion retail
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Page 220 and 221: Marketing plan Phase 1: Line planni
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Page 256 and 257: Fashion retailer desired and percei
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Fashion retailer desired and percei
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13 Fashion e-tailing Ruth Marciniak
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Fashion e-tailing 261 retailers are
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Fashion e-tailing 263 Then and Delo
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Fashion e-tailing 265 STAGE ONE Dev
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Fashion e-tailing 267 and Vijaysara
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Fashion e-tailing 269 Table 13.2 Be
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Table 13.3 Empirical work on fashio
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Lu and Rucker Identification of pre
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Fashion e-tailing 275 Hall, J. (199
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14 The international flagship store
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The international flagship stores o
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15 The making and marketing of a tr
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The making and marketing of a trend
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Approaches to doing research 309 Cr
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Approaches to doing research 311 In
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Approaches to doing research 313 ch
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Index Accessible luxury, 178 Adidas
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Index 317 Couture shows, 183 Creati
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Index 319 free trade, 9-10 impact,
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Index 321 Micro-marketing, 198 Midd
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Index 323 design factor, 156-7 soci
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