Marketing Fashion

Strategy, Branding and Promotion



ISBN: 9781780675664 Category:

Harriet Posner


Marketing Fashion, Second Edition is a practical guide to the fundamental principles of marketing and branding, from creating a customer profile to developing a brand identity. The book explains key theoretical concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market. All tools in the modern marketer’s kit are discussed, from attending fashion fairs to viral marketing and online strategies.

Using examples and case studies drawn from a broad range of fashion, textile and retail businesses, students are led through the marketing process from initial consumer and market research to the creation of exciting marketing and branding campaigns. The book is designed to appeal to students at degree or foundation level as well as those contemplating a career within the fashion industry.

Additional information

Weight 862 g
Dimensions 19.2 x 25.5 cm
Publisher name Laurence King Publishing Ltd
Publication date 1 September 2015
Number of pages 240
Format Paperback / softback
Dimensions 19.2 x 25.5 cm
Weight 862 g


There are no reviews yet.

Be the first to review “Marketing Fashion”

Your email address will not be published. Required fields are marked *

Harriet Posner is Course Leader for fashion communication and promotion at Norwich University of the Arts. After graduating from Central Saint Martins, University of the Arts, London, she established her own knitwear label selling in major stores worldwide. She has worked as a fashion designer, retail buyer and international consultant in fashion marketing and branding.