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Fashion Marketing: Theory, Principles & Practice

Marianne C. Bickle

10 ratings by Goodreads
ISBN 10: 1563677385 / ISBN 13: 9781563677380
Published by Fairchild Pubns, 2010
Used Condition: Used: Good Soft cover
From Ergodebooks (RICHMOND, TX, U.S.A.)

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Bibliographic Details

Title: Fashion Marketing: Theory, Principles & ...

Publisher: Fairchild Pubns

Publication Date: 2010

Binding: Paperback

Book Condition:Used: Good

About this title

Synopsis:

Prior to the 1970s and 1980s, fashion marketing focused heavily (and perhaps solely) on women's fashions. Today, fashion marketing influences all products and how consumers use these products. How products are marketed, when products are marketed, the evolution of products into different sizes, shapes, colors, and uses are all influenced by fashion marketers. Fashion marketing is taken to different levels from branding a person (e.g., Ralph Lauren, the person), a line of products (e.g., Lexus luxury cars), or a single product (e.g., Coach handbag). This much-needed text introduces new methods and technologies to apply today's principles to future practices of fashion marketing.

About the Author:

Marianne Bickle, ITAA, is a professor and Interim Associate Dean of the College of Hospitality in the Department of Retail and Sport Management at the University of South Carolina. She teaches contemporary fashion trends, category management and space management, and takes students on international study tours. Her research focuses on consumer satisfaction with cross channel shopping. Her research is published in various journals including Clothing and Textiles Research Journal, College Student Journal, Journal of Consumer Education, and Family and Consumer Sciences Research Journal. Dr. Bickle is a member of International Textile and Apparel Association (ITAA), Manchester Who's Who Among Executive and Professionals, Who's Who in the West, Kappa Omicron Nu Honor Society and Sigma Xi Honor Society.

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