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‘Clothing that is not purchased or worn is not fashion’ (to paraphrase Armani) Knowledge of marketing is essential to help ensure success and reduce the risk of failure in fashion. For the designer starting up in business, this book offers a guide to the major decisions that will enable you to fulfil your creative potential and be a financial success: What are the major trends we should be monitoring?; How should we set our prices?; What is the most effective way to get our message across about the new product range?; Which colour-wash will be the most popular with buyers? Marketing is now a firmly established element of most fashion and clothing courses. Fashion Marketing is written to meet students’ requirements and has many features making it essential reading for anyone involved in the fashion and clothing business: · deals with contemporary issues in fashion marketing · up-to-date examples of global good practice · exclusively about fashion marketing · a unique contribution on range planning with a practical blend of sound design sense and commercial realism · a balance of theory and practice, with examples to illustrate key concepts · clear worked numerical examples to ensure that the ideas are easily understood and retained · over 50 diagrams · a glossary of the main fashion marketing terms and a guide to further reading · a systematic approach to fashion marketing, not hyperbole or speculation. The new edition has been updated throughout with new material on different promotional media, visual marketing and international marketing research; and new coverage of internal marketing, supply chain management, international marketing communications as well as the role of the internet. See www.blackwellpublishing.com/easey for supporting pack for tutors, including PowerPoint slides for each chapter plus ideas and exercises for seminars.
What kinds of things do fashion and clothing say about us? What does it mean to wear Gap or Gaultier, Milletts or Moschino? Are there any real differences between Hip-Hop style and Punk anti-styles? In this fully revised and updated edition, Malcolm Barnard introduces fashion and clothing as ways of communicating and challenging class, gender, sexual and social identities. Drawing on a range of theoretical approaches from Barthes and Baudrillard to Marxist, psychoanalytic and feminist theory, Barnard addresses the ambivalent status of fashion in contemporary culture.
Fashion is both big business and big news. From models’ eating disorders and sweated labour to the glamour of a new season's trends, statements and arguments about fashion and the fashion industry can be found in every newspaper, consumer website and fashion blog. Books which define, analyse and explain the nature, production and consumption of fashion in terms of one theory or another abound. But what are the theories that run through all of these analyses, and how can they help us to understand fashion and clothing? Fashion Theory: an introduction explains some of the most influential and important theories on fashion: it brings to light the presuppositions involved in the things we think and say about fashion every day and shows how they depend on those theories. This clear, accessible introduction contextualises and critiques the ways in which a wide range of disciplines have used different theoretical approaches to explain – and sometimes to explain away – the astonishing variety, complexity and beauty of fashion. Through engaging examples and case studies, this book explores: fashion and clothing in history fashion and clothing as communication fashion as identity fashion, clothing and the body production and consumption fashion, globalization and colonialism fashion, fetish and the erotic. This book will be an invaluable resource for students of cultural studies, sociology, gender studies, fashion design, textiles or the advertising, marketing and manufacturing of clothes.
When, how and why do clothes become fashion? Fashion is more than mere clothing. It is a moment of invention, a distillation of desire, a reflection of a zeitgeist. It is also a business relying on an intricate network of manufacture, marketing and retail. Fashion is both medium and message but it does not explain itself. It requires language and images for its global mediation. It develops from the prescience of the designer and is dependent on acceptance by observers and wearers alike. When Clothes Become Fashion explores the structures and strategies which underlie fashion innovation, how fashion is perceived and the point at which clothing is accepted or rejected as fashion. The book provides a clear theoretical framework for understanding the world of fashion - its aesthetic premises, plurality of styles, performative impulses, social qualities and economic conditions.
This valuable workbook and downloadable audio can turn any ESL student into an accomplished debater! Make Your Point! opens the world of formal debate to the English learner. Debate fundamentals are taught form the first chapter in a student-centered format suitable for large and small classes alike. Each of the ten chapters offers a "language focus" and a "debatable focus." As students learn new debate skills, they also build important language skills. All task chains integrate speaking, listening, reading and writing activities. Most activities are intended for pairs and small groups. Neither the learners nor the teacher needs any prior debate experience to use this text successfully. This debate course promotes other forms of oral communication—such as discussion, recitation and speech-making—as well as more general activities, such as summarizing and taking notes.
Fashion is all about image. Consequently, fashion marketing communications – encompassing image management and public relations, branding, visual merchandising, publicity campaigns, handling the media, celebrity endorsement and sponsorship, crisis management etc. – have become increasingly important in the fashion business. This textbook for students of fashion design, fashion marketing, communications and the media sets out all that they need for the increasing number of courses in which the subject is a part.

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