Fashion Marketing & Merchandising leads students through the business aspects of the fashion industry in addition to the career opportunities it offers. Included are the basics of market economics, textiles, design, and promotion. The latest concepts for manufacturing, mass customization, and niche specialization are reviewed, as are newer technologies such as automatic replenishment systems and radio frequency identification (RFID). The effects of industry globalization and consolidation are presented. Fashion careers, including entrepreneurship, are extensively covered in the last five chapters of the text.
Students gain an understanding of the entire textile/apparel/retail soft goods chain, from product design to manufacturing to final customer sale.
New retail trends are described, including showrooming, omni-channel retailing, and the latest Internet, mobile, and social media strategies.
A chapter on key retail performance indicators and financial calculations exposes students to the pricing strategies of the business.
Products & Prices
Table of Contents
Part 1: Basic Fashion and Business Concepts
1. The Meaning of Clothing and Fashion 2. Fashion Movement 3. Basic Economic Concepts 4. Substance of the Fashion Industry 5. Satisfying the Fashion Market
Part 2: Textile/Apparel Building Blocks
6. Textile Fibers and Yarns 7. Textile Fabrics and Finishes
Part 3: Designing and Producing Apparel
8. Using Design in Fashion 9. The Fashion Design Segment 10. Ready-to-Wear Manufacturing 11. Wholesale Apparel Marketing and Distribution
Part 4: Retail Business Fundamentals
12. The Retail Segment 13. Retail Positioning 14. Retail Merchandise 15. Planning to Buy 16. Merchandise Buying
Part 5: Strategies for Retail Success
17. Communicating Information 18. Concepts for Successful Selling 19. Calculating Financial Results 20. Service, Safety, and Security
Part 6: Fashion Promotion
21. Fashion Promotion Through Advertising and the Press 22. Visual Merchandising 23. Special Event Fashion Shows
Part 7: Fashion Business in Todays World
24. A Global Perspective 25. The Latest Fashion Business Trends
Part 8: Your Future in the Fashion Industry
26. Is a Fashion Career in Your Future? 27. Textile and Apparel Careers 28. Retail Careers 29. Promotion Careers 30. Entrepreneurship and Other Fashion-Related Careers
Mary G. Wolfe - has worked in all segments of the fashion industry, from textiles research to retail sales. She designed for a national sportswear firm before opening her own apparel business. She gained recognition as the personal fasion designer for the wife of a U.S. Vice President. As a consultant to several garment manufacturers, she has assisted with collection designs and pattern specifications.
Mary received the Outstanding Faculty Member Award for her teaching of fashion-related courses at the University of Delaware. She has been a New Jersey Woman of the Year and has been listed in Outstanding Young Women of America and National Dean's List. Mary is the author of Fashion and Fashion Marketing & Merchandising. She received her bachelor's degree in Textiles and Clothing from Iowa State University and her master's degree in General Business (M.B.A.) from West Chester University of Pennsylvania.