Fashion Now: A Global Perspective

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9780131594104: Fashion Now: A Global Perspective
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The approach of Fashion Now is to emphasize fashion and marketing.  By using this book students will learn that one of the keys to becoming successful in the fashion business is through decision making based on the marketing approach.  First, find out what customers want and then provide a product of service to meet these needs or wants.  The basic language and principles of fashion are presented early in the text so that students can apply these to more advanced marketing and merchandising discussions.  The globalization of fashion is a pervasive theme presented in many ways including history, international sourcing and trade and retailing. 

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From the Back Cover:

Prepare for a Career in FASHION with Confidence!

 

With a rapidly changing industry, Fashion Now: A Global Perspective offers the very latest information in the field, and emphasizes fashion and marketing by incorporating business concepts used by design and merchandising students. The gGlobalization of fashion is, an important topic, in the text, is presented through coverage of history, international trade, and retailing.

 

Geared toward introductory fashion students, Fashion Now: A Global Perspective provides a detailed and highly visual study of important introductory fashion concepts and a global view of the fashion industry. Students will learn that one of the keys to becoming successful in the fashion business is through decision-makingby making decisions based on the marketing approach–finding out what customers want and then providing a product or service to meet their needs and wants. 

 

Unlike other texts in the marketplace, Fashion Now: A Global Perspective offers the following and more: 

  • A Discussion of marketing as it applies to fashion to help prepare students to enter the industry.
  • A Friendly, conversational writing style that makes the subject more engaging for students.
  • The Business of Fashion feature boxes throughout the text highlight a significant business/marketing concept or event.
  • End-of-chapter discussion questions, related activities, and case studies for small- group discussion and enhanced learning.
  • A Fashion Marketing Business Plan project that guides students through the process of building their own fashion retail business. 

High praise for Fashion Now: A Global Perspective:

 

“Overall, the readability and content are great.”

Courtney Cothren, Stephens College

 

“I think this has an opportunity to be an excellent text. Compared to others I have used, there are more new ideas, concepts, terms, and theories written in this text.” 

Jim McLaughlin , Florida State University

 

“[This book] discusses in depth the fashion industry, noting key details that I highlight in my class.”

Diana Saiki, Ball State University

About the Author:

Celia Stall-Meadows is assistant professor of fashion marketing in the Department of Family and Consumer Sciences at Northeastern State University in Tahlequah, Oklahoma

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