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Product Description
Product Description
This is the first book on the subject that combines contemporary marketing theory with analysis of operational marketing practice within the fashion industry. It contains the views of key practitioners and much original case study material from leading fashion organizations to provide unique insights into the reality of fashion marketing.
About the Author
TIM JACKSON is Principal Lecturer at the London College of Fashion specialising in luxury brand management, fashion buying and marketing. Tim had previously worked in fashion retail management and buying for a number of UK brands including Burton, Jaeger, Dash and Harrods. He consults on fashion branding and writes as both a journalist and academic researcher on fashion business
DAVID SHAW is one of the UK's leading fashion marketing& retailing academics and writers, working freelance with many international universities including the Institute Marangoni and The Dublin Institute of Technology. He has worked from shop floor to director level for many of the UK's largest fashion companies including Bhs, Debenhams, Top Shop and Burton
They are authors of Mastering Fashion Buying and Merchandising Management
DAVID SHAW is one of the UK's leading fashion marketing& retailing academics and writers, working freelance with many international universities including the Institute Marangoni and The Dublin Institute of Technology. He has worked from shop floor to director level for many of the UK's largest fashion companies including Bhs, Debenhams, Top Shop and Burton
They are authors of Mastering Fashion Buying and Merchandising Management
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Customer Reviews
Most Helpful Customer Reviews
3 of 3 people found the following review helpful
Format:Paperback
I am an undergraduate fashion business student and have been using this book for the last year of my studies. It's a really helpful source to keep on your bookshelf, and in my expreience will help you overcome most problems you might encounter in your project(s). Highly recommended!
2 of 2 people found the following review helpful
Format:Paperback
I am a university student studying Fashion Marketing and I must say this book covers pretty much everything we got told on our first year, and a little more. So for someone looking for a Fashion Marketing coursebook, this can qualify.
It does not include outstanding and new marketing ideas, as mentioned in some of the reviews before, but it does offer a starting point and helps you to review, clarify or catch up on some of the things we were taught. For bright ideas inspiration has to be drawn from elsewhere - most likely from your own brain cells rather than a book.
It does not include outstanding and new marketing ideas, as mentioned in some of the reviews before, but it does offer a starting point and helps you to review, clarify or catch up on some of the things we were taught. For bright ideas inspiration has to be drawn from elsewhere - most likely from your own brain cells rather than a book.
2 of 2 people found the following review helpful
Format:Paperback
This is an excellent introduction to the world of fashion marketing for students who want to specialise in it, both at undergrad and postgrad level. It is packed full of information on the key marketing concepts that underpin all commercial activity as well as drilling down into how these key concepts are tailored for the fashion industry in particular. A great book which you can dip in and out of during your fashion marketing course and which really brings the marketing theory to life.
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Most Recent Customer Reviews
From the pen of experts!
I was privileged to hear David Shaw speak on Fashion Marketing in London and thought he was amazing. When I found he had co-authored a book I rushed to buy it. Read more
Published on 10 Mar 2010 by Valerie Cole
Extremely useful and insightful
I am a postgraduate student, having written my dissertation on how fashion retailers relate to culture when entering new markets. Read more
Published on 15 Jan 2010 by V. Constantinescu
Disappointed after reading
I do regret of buying this book!
There are quite many errors contained, the writing is not in depth.
Definitely not suitable for a MA student.
There are quite many errors contained, the writing is not in depth.
Definitely not suitable for a MA student.
Published on 5 Dec 2009 by K.YU
Basic marketing
This book is a mix of old-school marketing theories somehow applied to fashion. The cases have no depth and unless you are undergraduate, with little business/ marketing... Read more
Published on 3 Dec 2009 by A. D. C. Pereira
Fantastic!!
This is a fantastic book which covers all areas of marketing, and also gives you an insight into the whole industry. Read more
Published on 14 Feb 2009 by Ms. N. Dunlop
Listmania!
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