By raising questions and providing scenarios for success, this book embraces fashion brand development in current turbulent retail environments. A brand must have an essence; it needs to respect a philosophy, abide by values and follow clear processes. A brand's success and sustainability follow specific rules, nonetheless for fashion brands. But do fashion brand management rules apply in today's turbulent times? Acknowledging and going beyond branding theory, this book challenges knowledge and practices that have been guiding fashion retail brands for many years. Co-written by an academic researcher and a retail consultant with 30 years of experience, this practical guide offers not a process that fashion brands must follow, but potential avenues for survival in today's retail market and facing today's customers. Professionals and students of fashion retailing and branding will appreciate the detailed case studies that illustrate revisited concepts and thought-provoking suggestions on how to make decisions for an uncertain future.
A Fashion Retailer's Guide to Thriving in Turbulent Times
RRP:
$337.00
Description
By raising questions and providing scenarios for success, this book embraces fashion brand development in current turbulent retail environments. A brand must have an essence; it needs to respect a philosophy, abide by values and follow clear processes. A brand's success and sustainability follow specific rules, nonetheless for fashion brands. But do fashion brand management rules apply in today's turbulent times? Acknowledging and going beyond branding theory, this book challenges knowledge and practices that have been guiding fashion retail brands for many years. Co-written by an academic researcher and a retail consultant with 30 years of experience, this practical guide offers not a process that fashion brands must follow, but potential avenues for survival in today's retail market and facing today's customers. Professionals and students of fashion retailing and branding will appreciate the detailed case studies that illustrate revisited concepts and thought-provoking suggestions on how to make decisions for an uncertain future.
This book focuses on sustainability in fashion retail, which is fast becoming the pivot point of future fashion retail strategies. Chapters in the book provide theoretical and...
Using various research methodologies, such as reviews, case studies, analytical modeling and empirical studies, this book investigates luxury fashion retail management and provides relevant insights,...
This book includes the proceedings of the second workshop on recommender systems in fashion and retail (2020), and it aims to present a state-of-the-art view of the advancements within the field of...
Wie die durchgeführte Analyse zeigt, ist die ökonomische Bedeutung der Luxusgüterbranche in den letzten Jahrzehnten sehr gestiegen. Auch Russland hat, nach dem deutlichen Umsatzeinbruch in der...
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