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Marks & Spencer is an institution synonymous with quality, reliability, and customer care. But do we associate it with "fashion"? Drawing on previously unpublished company archives,Fashion for the People considers the company's contribution to British--and, since the 1970s, international--fashion. The author discusses how, from the 1920s, Marks & Spencer brought fashion to the high street, offering well-designed clothing at affordable prices. She examines the unique ways in which the company has democratized fashion, arguing that its pioneering role in the development of new fabrics, the employment of designers as consultants and its marketing and promotional strategies have changed the ways in which we understand and consume fashion. Marks & Spencer is not just a stalwart of the British high street. As this book shows, it has also brought fashion to the masses.
Can what you wear really change your life? As I listened to Meg, a successful author, telling the following story on a creative writing course recently, it dawned on me that maybe it could. Later, when I looked at the psychological evidence and did my own research, as a university professor and lover of clothes, I became convinced of the huge, transformational power of clothing. Starting a fashion business is possible and with the right know how, problem solving skills and a true desire to create a brand that has value it can be done by anyone. Follow your instinct, make your decisions and stay focused. I believe in working smart and not hard. This road map will help you avoid major mistakes that many fashion start-ups run into. It will guide you through the storm and help you break down the collection development process step-by-step. If this guide can help you make smarter decisions, choose the right people to work with or at the very least save you money, then it has succeeded in helping those passionate about trying to change the world via fashion industry. The methods used in this book are used by personal shoppers and stylists to assist their clients in creating a fruitful and well-structured wardrobe. This advice will enable you to easily style yourself perfectly every morning before you leave for work. Follow these guidelines and you will be consistently dressed to impress.
While rooted in traditional marketing principles, successful fashion marketing presents a unique set of opportunities and challenges. Fashion Marketing: A Global Perspective is the first text to engagingly present marketing theories and practices as they specifically relate to apparel, home goods and other design-driven products. Using a variety of contemporary examples, the text details how fashion marketers develop and apply marketing strategies that meet consumer needs at a profit. Topics covered include: consumer and organizational buying behavior, market research, market segmentation, product planning and positioning, pricing, retailer relationships and additional classic marketing theories and practices as they relate to design. In addition, Fashion Marketing explores contemporary issues such as technology, social responsibility and ethics, sustainability and globalization in depth and considers effective strategies for various economic climates.
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