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| List of Contributors | |
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| Preface | |
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| Acknowledgements | |
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| Understanding Fashion Marketing | |
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| An Introduction to Fashion Marketing | |
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| What is fashion? | |
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| What is marketing? | |
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| What is fashion marketing? | |
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| Fashion marketing in practice | |
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| How fashion marketing can help the fashion industry | |
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| What fashion marketers do: five examples | |
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| Ethical issues in fashion marketing | |
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| An overview of the fashion marketing process | |
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| Summary | |
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| Further reading | |
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| The Fashion Market and the Marketing Environment | |
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| Introduction | |
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| The development of the fashion market | |
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| The fashion market: size and structure | |
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| Marketing environment | |
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| Micro marketing environment | |
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| Macro marketing environment | |
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| Trends in the marketing environment | |
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| Summary | |
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| Further reading | |
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| Understanding and Researching the Fashion Purchaser | |
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| The Fashion Consumer and Organizational Buyer | |
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| Introduction | |
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| Why study the fashion buyer? | |
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| Fashion consumer decision making | |
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| Psychological processes | |
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| Sociological aspects of consumer behaviour | |
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| The organizational buyer | |
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| Summary | |
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| Further reading | |
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| Fashion Marketing Research | |
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| Introduction | |
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| The purpose of marketing research | |
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| An overview of the marketing research process | |
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| Problem definition and setting research objectives | |
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| Research design | |
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| Data sources | |
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| Practical sampling methods | |
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| Primary data collection methods | |
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| Data collection methods | |
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| Questionnaire design | |
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| Attitude measurement and rating scales | |
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| The role of marketing research in new product development | |
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| Forecasting fashion | |
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| The Internet as a research tool | |
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| International Marketing Research | |
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| Summary | |
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| Further reading | |
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| Target Marketing and Managing the Fashion Marketing Mix | |
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| Segmentation and the Marketing Mix | |
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| Introduction and overview | |
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| Mass marketing and market segmentation | |
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| Segmentation: rationale, bases and strategy | |
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| Positioning and perceptual mapping | |
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| The fashion marketing mix | |
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| Summary | |
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| Further reading | |
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| Designing and Marketing Fashion Products | |
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| Introduction | |
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| The importance of fashion products | |
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| The nature of fashion products | |
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| The fashion industry and new product development | |
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| Retail buying sequence: autumn and winter season | |
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| The product mix and range planning | |
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| Fashion and related lifecycles | |
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| Summary | |
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| Further reading | |
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| Pricing Garments and Fashion Services | |
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| Introduction | |
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| Different views of price | |
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| The role of price decisions within marketing strategy | |
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| External factors influencing price decisions | |
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| Internal factors influencing price decisions | |
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| Main methods o | |