Fashion Marketing

Author: Zhang Fuliang
Publisher:
Publish Date: 2001-12-01
Features: This book can not only serve as a teaching material for the Fashion Design and Marketing program in secondary vocational schools but also as a self-study guide for fashion enthusiasts and a training manual for professionals. It is a national planning textbook for secondary vocational education. The book is based on the "Curriculum Framework for Fashion Design and Marketing Programs in Secondary Vocational Schools" and the "Basic Requirements for Fashion Marketing Teaching" promulgated by the Ministry of Education in 2001. The book is divided into ten chapters, covering main topics such as an overview of fashion marketing, concepts, organizational systems, and the environment, as well as consumer demand and purchase motivations, competitor research in the fashion market, market segmentation, target market selection, and market positioning. It also includes product strategy, pricing strategy, sales channel strategy, and promotional strategy for fashion products. The book employs numerous case studies to cultivate students' innovative, entrepreneurial, and practical skills.