‘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.

“不买不穿的衣服就不是时尚”（套用阿玛尼的话）营销知识对于确保成功和减少时尚失败的风险至关重要。对于刚开始创业的设计师来说，这本书提供了一个重要决策的指南，这些决策将使你发挥你的创造性潜力并获得财务上的成功：我们应该关注的主要趋势是什么？；我们应该怎样定价？；最有效的方法是什么来传达我们关于新产品系列的信息？哪种颜色的衣服最受买家欢迎？市场营销现在已成为大多数时尚和服装课程的一个固定要素。时尚营销是为了满足学生的要求而编写的，它有许多特点，因此对于任何从事时尚和服装行业的人来说都是必不可少的阅读材料：·处理时尚营销中的当代问题·全球最佳实践的最新范例·专门关于时尚营销·对范围规划的独特贡献具有良好的设计感和商业现实主义的实际融合·理论与实践的平衡，举例说明关键概念·清晰的数字示例，确保概念易于理解和保留·50多张图表·主要时尚营销术语表和进一步阅读指南·时尚营销的系统方法，不夸张或猜测。新版已更新，在不同的宣传媒体，视觉营销和国际营销研究的新材料；并新覆盖了内部营销、供应链管理、国际营销传播以及互联网的作用www.blackwellpublishing.com/easey 为导师提供支持包，包括每章的PowerPoint幻灯片以及研讨会的想法和练习。