The fashion industry is big business and employs many people in a variety of roles. This title provides you with a knowledge of how the fashion industry works, by examining the processes, roles and objectives that make up this multifaceted industry.
Introduction. The business of fashion: The fashion industry in the 20th century; Technology; The influential designers; Exercise; Interview-Gary Harvey. Fashion trend prediction: The fashion forecasting industry; The forecasting process; Trend prediction as a tool; Presenting trend information; Fashion forecasting agencies; Exercise; Interview-Fiona Jenvey. Fashion transition: Fashion buying; Merchandising; Retail formats; The retail calender; Importing fashion goods; Exercise; Interview-Katy Steel. Fashion communication: What is fashion communication?; The fashion consumer; Branding; Fashion marketing; Fashion promotion; Visual merchandising; Fashion advertising; Exercise; Interview-Michaela Ireson. The fashion machine: The fashion calender; The fashion press; Fashion editorial; Trade shows and events; Exercise; Interview-Paul Harness. Bridging the gap between fashion and business: Becoming a fashion entrepreneur; Setting up a fashion business; Creative business planning; Branding basics; Innovative marketing and promotion; Design and copyright; Exercise; Interview-Aine Cassidy. Conclusion. Glossary of terms. Bibliography. Picture credits. Index. Acknowledgements. Working with ethics.