Fashion Marketing

Author: Chen Weimin
Publisher:
Publish Date: 2004-08-01
Features: This book is based on the fundamental concepts, principles, and methods of marketing. It comprehensively incorporates knowledge and achievements from related disciplines such as garment engineering, garment management and marketing, apparel and footwear design, textile materials and techniques, and apparel and footwear planning, while also integrating the characteristics, methods, and patterns of marketing in the apparel industry. This has formed an applied discipline with a certain degree of independence and specificity. The book systematically elaborates on topics including the concept of market and marketing, the marketing environment of apparel, consumer apparel demand and purchase behavior, apparel market segmentation and target market selection, apparel market research and forecasting, competitive analysis and apparel marketing strategy, apparel product strategy, apparel pricing strategy, apparel distribution strategy, apparel promotion strategy, apparel marketing planning, organization, and control, as well as international apparel marketing.
This book also highlights the cultivation of students' market awareness and market development capabilities, given the low barriers to entry, strong competition, and high elasticity of consumer demand in the apparel market. In line with the teaching requirements of vocational and technical colleges, the book simplifies theoretical explanations, appropriately increases the proportion of charts and cases, and includes practical examples of marketing copywriting. Additionally, it analyzes the negotiation customs of major trading partners in the international market and the preferences and aversions of different countries toward colors and patterns. The book strives to combine theory with practice, aiming to enhance students' learning outcomes and strengthen the cultivation of their marketing professional skills, forming a distinctive feature.
Through the study of this textbook, it plays a significant role in accelerating the training of talent in apparel enterprises, improving the management capabilities of marketing personnel, and guiding the marketing activities of apparel enterprises. This book can serve as a teaching material for related majors such as apparel and footwear, as well as a reference book for marketing management personnel in apparel enterprises.