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Fashion Brand Management

Plan, Scale and Market a Successful Fashion Business

Understand all there is to know about developing, launching and scaling a successful fashion brand with this practical guide to the realities of the fashion industry.
EAN: 9781398609006
Edition: 1
Published:
Format: 240x170
328 pages

About the book

Learn how to develop, launch and build a successful fashion brand with this definitive textbook which explores the realities of the contemporary fashion industry.

Fashion Brand Management
is a complete guide to operating a fashion business in a multi-trillion revenue industry. Written by a leading innovator in the space, it describes how to gain competitive advantage, meaningfully embrace sustainability and purpose and successfully market to and engage consumers. Balancing theory with practical applications throughout, it also explores the key business models and financial management processes used in the industry and how fashion brands can build entrepreneurial advantage.

Exploring the key challenges and opportunities for today's fashion businesses both large and small, Fashion Brand Management examines supply chain disruption, social selling and technological innovations including the metaverse, digital collections and blockchain. Featuring case studies from a range of innovative global brands including Ecoalf, MWHQ, Pala Eyewear and Unhidden, in-text features include learning objectives, key terms and activities. With supporting online resources consisting of lecture slides, self-test questions, group activities and worksheets, this is an essential resource for fashion students.

About the authors

Alison Lowe is a leading expert on fashion brand development and growth. Based in London, UK, she founded and leads a fashion incubator agency and an online support platform, Start Your Own Fashion Label. She develops and teaches courses at the London College of Fashion, University of East London, University of the Arts London and Emlyon Business School. A regular international conference speaker, she also consults for brands across the globe, is a judge for the Great British Entrepreneur Awards and has been awarded an MBE for Services to the Fashion Industry.

Addresses the changes of sustainability and digitalization brilliantly, highlighting some amazing examples. A wonderful guide for students with entrepreneurial ambitions.

Professor José Teunissen, Dean at London College of Fashion, University of the Arts London