Basics Fashion Management

Introduction. Context and concept: From couture to high street; Designer typology; Research and idea generation; Trend forecasting; Interview- Kim Mannino; Case study- WGSN; Chapter 1 summary. Product development: The role of design in business; The product mix; Garment specifications- sampling; Interview- George Sharp; Case study- Marks & Spencer; Chapter 2 summary. Retail strategy: Defining retail strategy; The marketing mix- position; The marketing mix- place; The marketing mix- price; The marketing mix- people; Interview- Belinda Dickson; Case study- Topshop; Chapter 3 summary. The supply chain: The textile industry; Supply chain management; Global resourcing; Risk management; Logistics and outsourcing in the supply chain; Ethics in the supply chain; Interview- Rob Hendry; Case study- Walmart; Chapter 4 summary. Branding: Customer profiling; Building a brand; Luxury brands; Brand promotion; Brand protection; Interview- Nicky Lovell; Case study- Louis Vuitton; Chapter 5 summary. Conclusion; Glossary; Bibliography; Useful websites; Index; Acknowledgements and picture credits; Working with ethics.