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000841602 020__ $$z9781606499047$$qpaperback
000841602 020__ $$a9781606499054$$q(electronic bk.)
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000841602 035__ $$a(OCoLC)892799624
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000841602 050_4 $$aHD9940.A2$$bL434 2015
000841602 0820_ $$a687.0688$$223
000841602 1001_ $$aLe Bon, Caroline.,$$eauthor.
000841602 24510 $$aFashion marketing :$$binfluencing consumer choice and loyalty with fashion products /$$cCaroline Le Bon.
000841602 250__ $$aFirst edition.
000841602 264_1 $$aNew York, New York (222 East 46th Street, New York, NY 10017) :$$bBusiness Expert Press,$$c2015.
000841602 300__ $$a1 online resource (xvi, 124 pages)
000841602 336__ $$atext$$2rdacontent
000841602 337__ $$acomputer$$2rdamedia
000841602 338__ $$aonline resource$$2rdacarrier
000841602 4901_ $$aConsumer behavior collection,$$x2163-937X
000841602 500__ $$aPart of: 2014 digital library.
000841602 504__ $$aIncludes bibliographical references (pages 115-119) and index.
000841602 5050_ $$aPreface -- Acknowledgments -- Introduction -- 1. Fashion as the empire of seduction -- 2. Fashion as a world of influences -- 3. Fashion and product variety -- 4. Overseeing cost and price in fashion marketing -- 5. Fashion as a means of communication -- 6. Managing channels of distribution and enhancing fashion's impact -- 7. Leveraging fashion equity, the absolute benefit -- 8. Handling managers' challenges for successful fashion products -- Conclusion -- About the author -- Notes -- References -- Index.
000841602 506__ $$aAccess limited to authorized users.
000841602 5203_ $$aFashion is everywhere! It transcends domains and applies to almost any kind of product (e.g., apparel, cars, digital devices, food, literature, travel, music, house decoration, and personal wellness). Fashion greatly influences public interest, media coverage, and product success. In this global industry, many actors interact, including designers, suppliers, and retailers, who collaborate to sell apparel and accessories. In addition, the global fashion industry is among the most important in terms of investments, trade, and employment, despite its dependence on unpredictable demand. Thus, fashion companies face a dilemma: On the one hand, they repeatedly create ephemeral products that must seduce customers each time; whereas on the other hand, the products need to provide continual profits. A key challenge for fashion managers is to design and launch new fashion products that will achieve success with customers during their very short life spans, in which setting they also affect consumers' personal seductiveness, desire, and appearance. For example, will the long skirt have the same success than the skinny jean, or will the high heel prevail over the flats? A fashion dress is more than just a dress--it can change people's appearance and reveal consumers' identity. Consequently, fashion managers are responsible for not just their product lines but also the self-images they help customers convey. This book focuses on the fashion apparel and accessories industry in an attempt to help managers answer the following questions: Why and how do fashion products appeal to consumers, despite their constantly varying attributes? What specific elements and benefits of fashion influence consumers, and how can companies exploit them and gain from these? Which marketing strategies and tactics should companies use to increase fashion products' success while communicating and managing customers' image? How can companies maintain customers' loyalty and generate higher profits with fashion products? By undertaking deep analyses of manufacturers and retailers' best practices, interviewing customers and companies, and reviewing recent academic research on fashion marketing, this book answers such questions and thus helps managers leverage the value that fashion adds to products while creating loyal customers in truly competitive fashion markets.
000841602 588__ $$aTitle from PDF title page (viewed on October 13, 2014).
000841602 650_0 $$aFashion merchandising.
000841602 653__ $$acustomer loyalty
000841602 653__ $$afashion
000841602 653__ $$afashion equity
000841602 653__ $$afashion marketing
000841602 653__ $$asocial influence
000841602 653__ $$asymbolic influence
000841602 655_0 $$aElectronic books
000841602 77608 $$iPrint version:$$z9781606499047
000841602 830_0 $$a2014 digital library.
000841602 830_0 $$aConsumer behavior collection.$$x2163-937X
000841602 852__ $$bebk
000841602 85640 $$3ProQuest Ebook Central Academic Complete $$uhttps://univsouthin.idm.oclc.org/login?url=https://ebookcentral.proquest.com/lib/usiricelib-ebooks/detail.action?docID=1812336$$zOnline Access
000841602 909CO $$ooai:library.usi.edu:841602$$pGLOBAL_SET
000841602 980__ $$aBIB
000841602 980__ $$aEBOOK
000841602 982__ $$aEbook
000841602 983__ $$aOnline