Coverart for item
The Resource Fashion marketing : influencing consumer choice and loyalty with fashion products, Caroline Le Bon, (electronic resource)

Fashion marketing : influencing consumer choice and loyalty with fashion products, Caroline Le Bon, (electronic resource)

Label
Fashion marketing : influencing consumer choice and loyalty with fashion products
Title
Fashion marketing
Title remainder
influencing consumer choice and loyalty with fashion products
Statement of responsibility
Caroline Le Bon
Creator
Subject
Language
eng
Summary
Fashion is everywhere! It transcends domains and applies to almost any kind of product (e.g., apparel, cars, digital devices, food, literature, travel, music, house decoration, and personal wellness). Fashion greatly influences public interest, media coverage, and product success. In this global industry, many actors interact, including designers, suppliers, and retailers, who collaborate to sell apparel and accessories. In addition, the global fashion industry is among the most important in terms of investments, trade, and employment, despite its dependence on unpredictable demand. Thus, fashion companies face a dilemma: On the one hand, they repeatedly create ephemeral products that must seduce customers each time; whereas on the other hand, the products need to provide continual profits. A key challenge for fashion managers is to design and launch new fashion products that will achieve success with customers during their very short life spans, in which setting they also affect consumers' personal seductiveness, desire, and appearance. For example, will the long skirt have the same success than the skinny jean, or will the high heel prevail over the flats? A fashion dress is more than just a dress--it can change people's appearance and reveal consumers' identity. Consequently, fashion managers are responsible for not just their product lines but also the self-images they help customers convey. This book focuses on the fashion apparel and accessories industry in an attempt to help managers answer the following questions: Why and how do fashion products appeal to consumers, despite their constantly varying attributes? What specific elements and benefits of fashion influence consumers, and how can companies exploit them and gain from these? Which marketing strategies and tactics should companies use to increase fashion products' success while communicating and managing customers' image? How can companies maintain customers' loyalty and generate higher profits with fashion products? By undertaking deep analyses of manufacturers and retailers' best practices, interviewing customers and companies, and reviewing recent academic research on fashion marketing, this book answers such questions and thus helps managers leverage the value that fashion adds to products while creating loyal customers in truly competitive fashion markets
Related
Member of
Cataloging source
CaBNVSL
http://library.link/vocab/creatorName
Le Bon, Caroline
Dewey number
687.0688
LC call number
HD9940.A2
LC item number
L434 2015
Series statement
Consumer behavior collection,
http://library.link/vocab/subjectName
Fashion merchandising
Label
Fashion marketing : influencing consumer choice and loyalty with fashion products, Caroline Le Bon, (electronic resource)
Instantiates
Publication
Note
Part of: 2014 digital library
Bibliography note
Includes bibliographical references (pages 115-119) and index
Contents
Preface -- Acknowledgments -- Introduction -- 1. Fashion as the empire of seduction -- 2. Fashion as a world of influences -- 3. Fashion and product variety -- 4. Overseeing cost and price in fashion marketing -- 5. Fashion as a means of communication -- 6. Managing channels of distribution and enhancing fashion's impact -- 7. Leveraging fashion equity, the absolute benefit -- 8. Handling managers' challenges for successful fashion products -- Conclusion -- About the author -- Notes -- References -- Index
Control code
OCM1bookssib018779714
Dimensions
unknown
Edition
First edition.
Extent
1 online resource (xvi, 124 pages)
Governing access note
Access restricted to authorized users and institutions
Isbn
9781606499047
Specific material designation
remote
System control number
(WaSeSS)ssib018779714
Label
Fashion marketing : influencing consumer choice and loyalty with fashion products, Caroline Le Bon, (electronic resource)
Publication
Note
Part of: 2014 digital library
Bibliography note
Includes bibliographical references (pages 115-119) and index
Contents
Preface -- Acknowledgments -- Introduction -- 1. Fashion as the empire of seduction -- 2. Fashion as a world of influences -- 3. Fashion and product variety -- 4. Overseeing cost and price in fashion marketing -- 5. Fashion as a means of communication -- 6. Managing channels of distribution and enhancing fashion's impact -- 7. Leveraging fashion equity, the absolute benefit -- 8. Handling managers' challenges for successful fashion products -- Conclusion -- About the author -- Notes -- References -- Index
Control code
OCM1bookssib018779714
Dimensions
unknown
Edition
First edition.
Extent
1 online resource (xvi, 124 pages)
Governing access note
Access restricted to authorized users and institutions
Isbn
9781606499047
Specific material designation
remote
System control number
(WaSeSS)ssib018779714

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