Fashion Marketing, Third Edition

1 Fashion MarketingThis page intentionally left blank Fashion MarketingThird EditionEdited byMike EaseyA John Wiley & Sons, Ltd., PublicationThis Edition fi rst published 2009 2009 Mike EaseyBlackwell publishing was acquired by John Wiley & Sons in February 2007. blackwell s publishing programme has been merged with Wiley s global Scientifi c, Technical, and Medical business to form offi ceJohn Wiley & Sons Ltd, The Atrium, Southern Gate, Chichester, West Sussex, PO19 8SQ, United KingdomEditorial offi ces9600 Garsington Road, Oxford, OX4 2DQ, United Kingdom2121 State Avenue, Ames, Iowa 50014-8300, USAFor details of our global editorial offi ces.

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4 If professional advice or other expert assist-ance is required, the services of a competent professional should be of Congress Cataloging-in-Publication DataFashion marketing / edited by Mike Easey. 3rd ed p. cm. Includes bibliographical references and index. ISBN 978-1-4051-3953-3 (pbk. : alk. paper) 1. Fashion merchandising. I. Easey, 8 dc222008030014A catalogue record for this book is available from the British in 10 pt Avenir by Charon Tec Ltd (A Macmillan Company), Chennai, India( )Printed in Singapore by Markono Print Media Pte Ltd1 2009 ContentsList of Contributors ixPreface xiAcknowledgements xvPart A.

5 Understanding Fashion Marketing 11 An Introduction to Fashion Marketing 3 Mike Easey What is Fashion ? 3 What is marketing? 5 What is Fashion marketing? 7 Fashion marketing in practice 7 How Fashion marketing can help the Fashion industry 11 What Fashion marketers do: fi ve examples 12 Ethical issues in Fashion marketing 13 An overview of the Fashion marketing process 15 Summary 16 Further reading 172 The Fashion Market and the Marketing Environment 18 Christine Sorensen Introduction 18 The development of the Fashion market 18 The Fashion market.

6 Size and structure 21 Marketing environment 26 Micro-marketing environment 26 Macro-marketing environment 34 Trends in the marketing environment 56 Summary 58 Further reading 59 Part B: Understanding and Researching the Fashion Purchaser 613 The Fashion Consumer and Organizational Buyer 63 Mike Easey Introduction 63 Why study the Fashion buyer?

7 64 Fashion consumer decision-making 68 Psychological processes 73 Sociological aspects of consumer behaviour 83 The organizational buyer 94 Summary 95 Further reading 964 Fashion Marketing Research 97 Patricia Gray Introduction 97 The purpose of marketing research 97 An overview of the marketing research process 100 Problem defi nition and setting research objectives 100 Research design 100 Data sources 101 Practical sampling methods 103 Primary data collection methods 108

8 Data collection methods 111 Questionnaire design 113 Attitude measurement and rating scales 117 The role of marketing research in new product development 119 Forecasting Fashion 121 The Internet as a research tool 123 International marketing research 126 Summary 127 Further reading 128 Part C: Target Marketing and Managing the Fashion Marketing Mix 1295 Segmentation and the Marketing Mix 131 Mike Easey and Christine Sorensen Introduction and overview 131 Mass marketing and market segmentation 131 Segmentation.

9 Rationale, bases and strategy 134 Contents viThis page intentionally left blank vii Positioning and perceptual mapping 140 The Fashion marketing mix 141 Summary 143 Further reading 1446 Designing and Marketing Fashion Products 145 Sheila Atkinson and Mike Easey Introduction 145 The importance of Fashion products 145 The nature of Fashion products 147 The Fashion industry and new product development 157 Retail buying sequence.

10 Autumn and winter season 161 The product mix and range planning 163 Fashion and related life cycles 169 Summary 176 Further reading 1767 Pricing Garments and Fashion Services 177 Mike Easey Introduction 177 Different views of price 177 The role of price decisions within marketing strategy 178 External factors infl uencing price decisions 180 Internal factors infl uencing price decisions 183 Main methods of setting prices 184 Pricing strategies in relation to new products 190 Pricing strategies to match the competition 191 Price changes 193 Summary 195 Further reading 1958 Fashion Distribution 196