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Today s fashion retail world is fast-paced and based on quick transactions so how does the art of personal selling stand out among the sea of flashy advertisements and slick commercials? Students often feel that selling is something that magically happens and they find themselves unprepared when they re on the job. But now, more than ever, the personal approach matters and can determine whether a product succeeds or fails. The Real World Guide to Fashion Selling and Management provides the essentials required for success in the industry: how salespeople define and locate their markets, the importance of developing and maintaining relationships with clients, techniques for top-notch sales presentations, basic professional do s and don ts, dynamic behind the label success stories, and how to anticipate not just keep up with today s global marketplace. The roles and expectations of sales managers are also detailed, from setting goals and targets to leading a successful, competitive sales force. Far from being a dirty word, selling is essential. With this book, students will get real-world information they need to put their careers on the fast track.
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Gerald J. Sherman is a partner in Sherman & Perlman, a Public Relations & Integrated Marketing Company. He has served as vice president of sales and marketing for several well known fashion apparel corporations and has been a lecturer and coordinator at sales and marketing seminars both nationally and internationally. He has held adjunct teaching positions at the Fashion Institute of Technology, New York, N.Y., Lynn University, Boca Raton, Florida, Miami International University of Art & Design, Miami, Florida and most recently at Johnson & Wales University, North Miami, Florida. He is author and co-author of several books and has also written numerous articles for trade publications.
Sar Perlman is a veteran writer and journalist whose more than 100 articles have appeared in national and regional publications such as Car & Driver, Power & Motoryacht, Art & Antiques, Wildlife Art, Millionaire, Boca Raton Magazine, Florida International, South Florida's Sun-Sentinel, and others. He is a partner at Sherman, Perlman, & Associates.
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