Notice bibliographique
- Notice
000 cam 22 3 450
001 FRBNF472010050000003
010 .. $a 9781398609006
010 .. $a 1398609005
010 .. $a 9781398609020
010 .. $a 1398609021 $z 9781398609013
035 .. $a OCoLC1313074157
100 .. $a 20230407d2023 m y0engy50 ba
101 0. $a eng
102 .. $a US
105 .. $a y z 00|||
106 .. $a z
181 .0 $6 01 $a i $b xxxe
181 .. $6 02 $c txt $2 rdacontent
182 .0 $6 01 $a n
182 .. $6 02 $c n $2 rdamedia
200 1. $a Fashion brand management $b Texte imprimé $e plan, scale and market a successful fashion business $f Alison Lowe
214 .0 $a New York $c Kogan Page $d 2023.
215 .. $a 1 vol. (xiii, 304 p.) $c ill. $d 24 cm
330 .. $a "How do you develop an effective strategy for launching a fashion brand? What marketing
activities do you need to undertake to identify and engage with your customers? How
are new technologies shaping business models? This definitive guide explains the realities
of the fashion industry. Fashion Brand Management is an introduction to how to operate
a fashion business in a multi-trillion revenue industry. Written by a leading innovator
in the fashion industries, it's a guide to conceptualizing, developing and building
a successful brand. It explains key need-to-know marketing and branding models and
shows you how to apply them successfully to your business, such as Porter's Five Forces
and Generic Strategy, Kapeferer's Brand Identity Prism, the 10 Ps of marketing, how
to differentiate your value proposition using Sinek's Golden Circle and Greiner's
Growth Strategy. Fashion Brand Management looks at the key challenges facing today's
fashion industry and explores the ways in which both micro-brands and international
businesses need to adapt. It explore issues such as an uneven recovery, logistics
gridlock, the impact of the metaverse, the circular economy, digital only collections,
social selling and see-now-buy-now. Using case studies from a range of brands and
covering luxury, mainstream and discount, this textbook is supported by online resources
which include questions, extra resources and lecture notes"
676 .. $a 687.068 8 $v 23
801 .3 $a US $b OCoLC $c 20230407 $h 1313074157 $2 marc21
801 .0 $b DLC $g rda
930 .. $5 FR-751131008:47201005001001 $a 084.17 LOWE f $b 759999999 $c Tolbiac - Haut de Jardin - Droit, économie, politique - Salle D - Libre accès $d N
