Harriet Posner

El marketing de moda origina gran parte de las decisiones estratégicas y creativas que afectan al diseño y al desarrollo del producto, y constituye asimismo el puente que salva el vacío entre lo intangible de la moda y la realidad concreta de los negocios. Este doble papel esencial lo convierte en una de las especialidades clave tanto en los programas academicos de la enseñanza de la moda como en la industria del sector.Marketing de moda es un manual basico sobre los principios teoricos y las aplicaciones practicas del marketing y el branding en el sector de la moda. Mediante un amplio repertorio de ejemplos y casos practicos tomados de empresas de la moda, el mundo textil y el comercio minorista, Harriet Posner introduce al estudiante en los conceptos teoricos clave y lo conduce a lo largo de todo el proceso de trabajo, desde la investigacion de mercado y la deteccion de las necesidades del consumidor hasta la creacion de campañas de marketing atractivas y eficaces.Esta segunda edicion revisada y actualizada incorpora un exhaustivo analisis del marketing digital y las nuevas tecnologias, y ratifica este manual como obra de referencia fundamental en la bibliografia sobre moda. Una guia potente y accesible especialmente dirigida a estudiantes y profesionales del sector.

El marketing de moda origina gran parte de las decisiones estratégicas y creativas que afectan al diseño y al desarrollo del producto, y constituye asimismo el puente que salva el vacío entre lo intangible de la moda y la realidad concreta de los negocios. Este doble papel esencial lo convierte en una de las especialidades clave tanto en los programas academicos de la enseñanza de la moda como en la industria del sector.Marketing de moda es un manual basico sobre los principios teoricos y las aplicaciones practicas del marketing y el branding en el sector de la moda. Mediante un amplio repertorio de ejemplos y casos practicos tomados de empresas de la moda, el mundo textil y el comercio minorista, Harriet Posner introduce al estudiante en los conceptos teoricos clave y lo conduce a lo largo de todo el proceso de trabajo, desde la investigacion de mercado y la deteccion de las necesidades del consumidor hasta la creacion de campañas de marketing atractivas y eficaces.Esta segunda edicion revisada y actualizada incorpora un exhaustivo analisis del marketing digital y las nuevas tecnologias, y ratifica este manual como obra de referencia fundamental en la bibliografia sobre moda. Una guia potente y accesible especialmente dirigida a estudiantes y profesionales del sector.

Marketing Fashion is a practical guide to the fundamental principles of marketing branding and promotion from creating a customer profile to developing a brand identity The book explains key concepts and illustrates how they are applied within the global fashion and retail industry from haute couture to the mass market For this third edition examples drawn from a broad range of fashion textile and retail have been updated to include more on social media and digital and emerging technologies such as fashion in the metaverse The updated text increases the focus on sustainability issues while also tracing recent disruptions to traditional marketing frameworks such as degrowth There are also more examples of global fashion weeks and brand collaborations The book will appeal to students at degree or foundation level as well as those contemplating a career in the fashion industry Chapters Marketing Theory The Fashion Market Research & Planning Understanding the Customer Branding Promotion

El marketing de moda origina gran parte de las decisiones estratégicas y creativas que afectan al diseño y al desarrollo del producto, y constituye asimismo el puente que salva el vacío entre lo intangible de la moda y la realidad concreta de los negocios. Este doble papel esencial es el que convierte al marketing en una de las especialidades clave tanto en los programas academicos de la enseñanza de la moda como en la industria del sector.Marketing de moda es una guia practica de los principios teoricos y las aplicaciones fundamentales del marketing y el branding en el sector de la moda. El libro explica los conceptos teoricos clave e ilustra su aplicacion practica en el contexto empresarial. Mediante ejemplos y casos practicos provenientes de un amplio espectro de empresas del mundo de la moda, el textil y el comercio, Harriet Posner conduce al estudiante a lo largo de todo el proceso de marketing, desde la investigacion de mercado y la deteccion de las necesidades del consumidor hasta la creacion de campañas de marketing atractivas y eficaces.Dirigido a estudiantes y profesionales junior, este libro es una guia basica necesaria y una rica fuente de ejemplos para el desarrollo de ulteriores proyectos y campañas.

Marketing and fashion branding inform many of the strategic and creative decisions involved in fashion design and product development. Marketing is a vital component of the industry supply chain and an understanding of its importance and role is essential for those planning a career in fashion. Marketing Fashion is a practical guide to the fundamental principles of marketing and branding, from catwalk to price calculation, developing brand identity to creating a customer profile. The book explains key theoretical concepts, and illustrates how they are applied within the global fashion and retail industry, from the heights of haute couture to the multiples of the mass market.Using examples and case studies drawn from a broad range of fashion, textile and retail businesses, students are led through the marketing process from initial consumer and market research to the creation of exciting marketing and branding campaigns. The book is designed to appeal to students at degree or foundation level as well as those contemplating a career within the fashion industry.

Marketing and branding inform many of the strategic and creative decisions involved in fashion design and product development. Marketing is a vital component of the industry and an understanding of its importance and role is essential for those planning a career in fashion. Marketing Fashion, Second Edition is a practical guide to the fundamental principles of marketing and branding, from creating a customer profile to developing a brand identity. The book explains key theoretical concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market. All tools in the modern marketers kit are discussed, from attending fashion fairs to viral marketing and online strategies.Using examples and case studies drawn from a broad range of fashion, textile, and retail businesses, students are led through the marketing process from initial consumer and market research to the creation of exciting marketing and branding campaigns. The book is designed to appeal to students at degree or foundation level as well as those contemplating a career within the fashion industry.

Marketing Fashion is a practical guide to the fundamental principles of marketing, branding and promotion, from creating a customer profile to developing a brand identity. The book explains key concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market.For this third edition, examples drawn from a broad range of fashion, textile and retail have been updated to include more on social media and digital and emerging technologies, such as fashion in the metaverse. The updated text increases the focus on sustainability issues, while also tracing recent disruptions to traditional marketing frameworks such as degrowth. There are also more examples of global fashion weeks and brand collaborations. The book will appeal to students at degree or foundation level as well as those contemplating a career in the fashion industry.Chapters:Marketing TheoryThe Fashion MarketResearch & PlanningUnderstanding the CustomerBrandingPromotion