- Introduces effective strategies and tools for starting or scaling a fashion brand
- Explains key business models such as Porter's Five Forces, Generic Strategy and Diamond; Kapferer's Brand Identity Prism; The Fashion Cycle; Design Thinking; Business Model Canvas; Sinek's Golden Circle; Greiner Growth Strategy
- Helps readers understand financial management and business planning and advises on how to raise money
- Assesses the impact of digital shifts and the impact of new technology including NFTs, AR, VR and AI
- Evaluates the impact of digital collections, gamification, product placement, omnichannel, the drop model and see-now buy-now
- Online resources: lecture slides
Fashion Brand Management
Plan, Scale and Market a Successful Fashion Business
Understand all there is to know about developing, launching and scaling a successful fashion brand with this practical guide to the realities of the fashion industry.
Key features at a glance
EAN: 9781398609006
Edition: 1
Published:
Format: 240x170
320 pages
About the book
Learn how to develop, launch and build a successful fashion brand with this definitive textbook which explores the realities of the contemporary fashion industry.
Fashion Brand Management is a complete guide to operating a fashion business in a multi-trillion revenue industry. Written by a leading innovator in the space, it describes how to gain competitive advantage, meaningfully embrace sustainability and purpose and successfully market to and engage consumers. Balancing theory with practical applications throughout, it also explores the key business models and financial management processes used in the industry and how fashion brands can build entrepreneurial advantage.
Exploring the key challenges and opportunities for today's fashion businesses both large and small, Fashion Brand Management examines supply chain disruption, social selling and technological innovations including the metaverse, digital collections and blockchain. Featuring case studies from a range of innovative global brands including Ecoalf, MWHQ, Pala Eyewear and Unhidden, in-text features include learning objectives, key terms and activities. With supporting online lecture slides, this is an essential resource for fashion students.
About the authors
Alison Lowe is a leading expert on fashion brand development and growth. Based in London, UK, she founded and leads a fashion incubator agency and an online support platform, Start Your Own Fashion Label. She develops and teaches courses at the London College of Fashion, University of East London, University of the Arts London and Emlyon Business School. A regular international conference speaker, she also consults for brands across the globe, is a judge for the Great British Entrepreneur Awards and has been awarded an MBE for Services to the Fashion Industry.
Addresses the changes of sustainability and digitalization brilliantly, highlighting some amazing examples. A wonderful guide for students with entrepreneurial ambitions.
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