If you are planning to study Fashion Marketing, Management, Buying, Visual Merchandising etc you should buy this book. Its has all you need to know and is beautifully written and easy to understand. Don't search for big names, this is the BOOK to read.
I am a senior lecturer and course leader in Fashion Promotion and I am delighted that I am now able to recommend this book to my students. It is an excellent book for first year students that provides a strong introduction to the topic and it is now a core year 1 text for us. It has the balance of visual and written content that is needed for a creative yet business focused course and it has received an excellent response from our students. In my opinion it is a perfect starting point for further academic study.
I study on a BA Hons Fashion course and this is ideal for one of our 3rd year units where we are having to invent and research our own brand. I feel it's primarily aimed at students but would be very useful to anyone working in the Fashion business - from marketing to design - as it breaks down subjects such as branding, PR, promotion and more, making them much easier to understand and then go on to demonstrate this understanding in your own work. There are many current, relevant brands and bloggers mentioned, making it very up-to-date so you can be sure you're not quoting any old information in your work and lose marks for it. It isn't a heavy read with a ton of irrelevant information like other marketing books and there are plenty of images and useful diagrams - although I love to read, I find many of the marketing-specific books to be a real chore to get through.
My lecturer cannot get enough of this book and I'd recommend this to all fashion students who want to get ahead in their Marketing & Promotion units - I wish I'd discovered it earlier!
Even though this is a 'fashion' book, it has helped with my 'Marketing, semester in Business and Management. It covers a wide range of topics, not just fashion, and breaks it down into easy steps. It has good diagrams and quotes, whilst also being an interesting read.