Fashion & Luxury Marketing 1st Edition

Tiếp thị Thời trang & Cao cấp
Được viết bởi các chuyên gia tiếp thị, cuốn sách giáo khoa đầy màu sắc và có thẩm quyền này bao gồm cả nghiên cứu và lý thuyết dễ tiếp cận, các ví dụ thực tế và nghiên cứu trường hợp bao gồm Prada, Gucci và Burberry, cung cấp cho sinh viên cái nhìn tổng quan về ngành thời trang toàn cầu và tiếp thị thời trang, chiến lược, xây dựng thương hiệu, truyền thông, bán lẻ và phân phối cũng như các yếu tố tâm lý liên quan đến việc tiêu dùng thời trang và hàng xa xỉ. Vai trò của phương tiện truyền thông xã hội, những người nổi tiếng và những người có ảnh hưởng như Kim Kardashian và Lil Miquela cũng như vai trò ngày càng tăng của thời trang có đạo đức và tính bền vững. Các tác giả cũng đưa ra một cái nhìn mở rộng về thời trang và sự sang trọng bằng cách vượt ra ngoài quần áo và quần áo để bao gồm các sản phẩm và dịch vụ thời trang và sang trọng khác, bao gồm cả công nghệ.   Với những hình ảnh trực quan hấp dẫn về thời trang và văn hóa, đồng thời kèm theo các tóm tắt chương, câu hỏi và bài tập, cuốn sách giáo khoa này là tài liệu đọc cần thiết cho sinh viên học về thời trang, hàng xa xỉ, tiếp thị, quản lý, bán lẻ, xây dựng thương hiệu và truyền thông. Cũng được cung cấp cho các nhà giáo dục, hỗ trợ các trang trình bày PowerPoint và sách hướng dẫn dành cho người hướng dẫn để hỗ trợ học sinh sử dụng sách giáo khoa. Thích hợp cho các mô-đun Tiếp thị Thời trang/Hành vi của Người tiêu dùng Thời trang cũng như văn bản chung về các chương trình Tiếp thị Thời trang. Văn bản cũng sẽ thu hút các chương trình Cao cấp (MBA, v.v.) và các mô-đun Tiếp thị Bán lẻ (UG).

List of Case Studies
About the Authors
Online Resources
SECTION I: INTRODUCTION TO FASHION MARKETING
1 Fashion Marketing: An Introduction
Learning Objectives
What is Fashion Marketing?
What is Marketing?
The Marketing Mix
Wants versus Needs
Is Fashion Marketing Different?
Who Sells, and Who Buys?
Channels of Distribution
Elements of the Fashion Marketing Mix
Fashion Products
Fashion Prices
Fashion Promotion
Fashion Place
We Call it a Mix for a Reason
Dress as Nonverbal Communication
Fashion versus Luxury
Players in the Fashion Industry
It Takes a Village to Sell a Dress
Careers in the Fashion Industry
Garment and Textile Technologist
Fashion Trend Forecaster
Fashion Designer
Fashion Buyer
Fashion Merchandiser
Fashion Writer/Editor
Fashion Sales Associate
Personal Stylist
Chapter Summary
Discussion Questions
Exercises
Case Study: Prada’s Places – Brand Identity and Architecture
2 The Big Picture of the Fashion Industry
Learning Objectives
The Evolution of Fashion: A Brief History
Fashion and Luxury in the 18th century: The Birth of Couture
The Industrial Revolution: The Development of the Modern Fashion Industry
The Emergence of the Middle Class: A Growing Demand for Luxury
The Development of the Modern Apparel Industry
Fashion and Luxury During the 19th century
The Emergence of Fashion Retailing
The Effects of World War I on Fashion
The Effects of World War II on Fashion
Fashion and Luxury During the 20th century
Fashion and Luxury in the 21st century
Traditional Fashion Categories
High Fashion or Haute Couture
Luxury Fashion
Diffusion Designer Brands
Bridge Brands
Mass Fashion
The Collab
Fashion Products: Beyond Apparel, Footwear and Jewelry
Fashion and Art
Fashion as Art
Fashion and Food
Other Domains as Fashion
Chapter Summary
Discussion Questions
Exercises
Case Study: Manu Atelier – A Turkish Brand in the ‘Top’ Fashion Fields
3 Understanding Fashion Change
Learning Objectives
Theories of Fashion
Psychological Fashion Theory
Economic Fashion Theory
Sociological Fashion Theory
Cultural Movement
The Meme Theory of Fashion
Who Creates Fashion Trends?
Who Consumes These Trends?
The State of Fashion Apparel Today: Shifting Fashion Centers
Traditional Fashion Capitals
Paris
London
New York
Milan
Emerging Fashion Capitals
Major Drivers of Fashion Now
Gender-Neutral Fashion
Modest Fashion
Diversity and Inclusivity
Empowerment of Women
Computer Wearables and Smart Textiles
Anti-Materialism and Sustainability
Chapter Summary
Discussion Questions
Exercises
Case Study: Rihanna, Fenty and the Emergence of Inclusive Luxury
4 Ethical and Sustainable Fashion
Learning Objectives
Consumer and Business Ethics
Business and Personal Ethics: Doing Well by Doing Good
Ethical Pain Points for the Fashion Industry
Use of Fur and Exotic Skins
Animal Testing
Offensive Fashion Advertising and Products
Consumer Data Privacy
Corporate Social Responsibility
Labor Issues and Exploitation
Child Labor and Human Trafficking
Cultural Exploitation and Appropriation
Fair Trade Fashion
Fashion Sustainability
Upcycling
Is Fast-fashion Dead?
The Dark Side of Consumer Behavior
Addictive Consumption
Compulsive Consumption
Cosmetic Surgery Addiction
Eating Disorders
Consumer Theft
Anti-consumption
FOMO
Chapter Summary
Discussion Questions
Exercises
Case Study: Sustainability in Fashion
SECTION II: FASHION MARKETING STRATEGY
5 Strategic Planning and Marketing Insights
Learning Objectives
Analyzing the Marketing Environment
The Macro-Marketing Environment
The Natural Environment
The Political and Legal Environment
The Economic Environment
The Sociocultural Environment
The Technological Environment
The Micro-Marketing Environment
Company and Departmental Structures
Customers
Employees
Suppliers
Competitors
Marketing Intermediaries
Publics
A SWOT Analysis for Fashion
Developing Strategies for Growth and Downsizing
Marketing Insights and Trend Forecasting
Internal Data
Market Intelligence
Color Forecasting
Trend Forecasting
Marketing Research
Step 1: Identify the Research Problem
Step 2: Select the Research Design
Research with Secondary Data
Research with Primary Data
Step 3: Selecting the Method to Gather Primary Data
Step 4: Plan the Sample
Step 5: Collect and Analyze the Data
Step 6: Present the Research Report
Chapter Summary
Discussion Questions
Exercises
Case Study: The Paradox of Inclusive Luxury
6 Segmentation, Targeting and Positioning
Learning Objectives
Step 1: Segmentation
Demographic Segmentation
Age and Lifecycle
Gender
Ethnicity
Income and Social Status
Geographic Segmentation
Psychographic Segmentation
Conducting a Psychographic Analysis: Using AIOs
Uses of Psychographic Segmentation
Lifestyle
How to Create a Pen Portrait of Your Consumer
User Personalities
Behavioral Segmentation
Usage Rate
Usage Occasions
Brand Loyalty and Affiliation
Step 2: Targeting
Undifferentiated Targeting
Differentiated Targeting
Concentrated Targeting
Customized Targeting
Step 3: Positioning
Positioning Dimensions
Repositioning
Perceptual Mapping
Chapter Summary
Discussion Questions
Exercises
Case Study: Smart Adaptive Clothing
SECTION III: HOW CONSUMERS THINK ABOUT AND CHOOSE FASHION
7 Micro Factors: Perception, Learning and Attitudes
Learning Objectives
Perception
Sensory Systems
Vision
Color
Color Responses
Color as Trade Dress
Smell
Sound
Touch
Taste
The Stages of Perception
Exposure
Sensory Thresholds
Attention (Shock Tactics)
Interpretation
Learning
Behavioral Learning
Classical Conditioning
Stimulus Generalization
How Can Marketers Benefit from Stimulus Generalization?
Stimulus Discrimination
Operant Conditioning
Observational Learning
Cognitive Learning
Attitudes
The Hierarchy of Effects
Chapter Summary
Discussion Questions
Exercises
Case Study: It’s Been Emotional – The Neuroscience of Irrational Consumer Decision-making in Luxury Fashion
8 Inpidual Consumer Dynamics: Motivation and the Self-Concept
Learning Objectives
Theories of Fashion Motivation
Modesty Theory
Immodesty Theory
Protection Theory
Adornment Theory
The Motivation Process
Theories of Motivation
Drive Theory
Expectancy Theory
Motives
Motivational Conflicts
Approach-Approach Conflict
Approach-Avoidance Conflict
Avoidance-Avoidance Conflict
Needs
Needs versus Wants
Types of Needs
Classifying Consumer Needs
Specific Needs
Maslow’s Hierarchy of Needs
Fashion Product Involvement
The Many Faces of Involvement
Product Involvement
Message-Response Involvement
Perspectives on the Self
Is There a Self?
Self-Concept
Components of the Self-Concept
Self-Esteem and Clothing
The Body as Product
Ideals of Beauty
Beautiful: Compared to Whom?
Working on the Body
Chapter Summary
Discussion Questions
Exercises
Case Study: Something Wicked – Embodied Female Empowerment
9 Macro Factors: Group and Social Influence, and Fashion Opinion Leadership
Learning Objectives
Reference Groups
Types of Reference Groups
Formal versus Informal Groups
Membership versus Aspirational Reference Groups
Positive versus Negative Reference Groups
When are Reference Groups Important?
The Power of Reference Groups
Referent Power
Information Power
Legitimate Power
Expert Power
Reward Power
Coercive Power
Virtual Communities
Fashion Conformity and Inpiduality
Factors that Influence the Likelihood of Conformity
Opinion Leadership: The Role of Influencers
Social Class
A Universal Pecking Order
Clothing Used to Regulate Distinction Between Classes
Social Class Affects Taste and Lifestyle
The Rise of Mass Class
Social Mobility
How Social Class Affects Fashion Diffusion
Trickle-Down Effect
Trickle-Across Effect
Trickle-Up Effect
Chapter Summary
Discussion Questions
Exercises
Case Study: Burberry
SECTION IV: APPLYING THE MARKETING MIX
10 Product Development, Branding and Pricing
Learning Objectives
Layers of the Product Concept
Fashion Product Classification
The Diffusion of Innovations
Design Thinking
Fashion Innovation
Cycles of Fashion Adoption
Is It a Fad, a Trend, or a Fashion?
Creating and Adopting Innovations
Types of Adopters
Branding the Fashion Product
Brand Architecture
Types of Brands
The Use of Colors in Branding
The Logo
The Trademark
Packaging
Product Support-Related Services
Fashion Pricing
Factors That May Affect Pricing
Product Cost
Market Demand
The Environment
Pricing Strategies
Chapter Summary
Discussion
Exercises
Case Study: Hung-up on You – Designing to Eliminate Single-use Plastic in Fashion Retail
11 Fashion Marketing Communications
Learning Objectives
The Elements of Communications
Changing Attitudes Through Marketing Communications
Tactical Communications Decisions
An Updated Model: Interactive Communications
Who’s in Charge of the Remote?
The Message Source
Source Credibility
Building Credibility
Source Biases
Source Attractiveness
Star Power: Celebrities as Communications Sources
The Message
The Promotional Mix
Advertising
Magazines
Radio Advertising
Television
Digital Media
Direct Marketing
Sales Promotion
Personal Selling
Persuasion Techniques in Selling
Public Relations
Chapter Summary
Discussion Questions
Exercises
Case Study: #TFWGUCCI – Cool Luxury and Innovation in Fashion Marketing Communications
12 Fashion Retailing and Distribution
Learning Objectives
What Is Fashion Retailing and Distribution
Number of Channel Levels
Major Bricks-and-Mortar Retailing Formats
Department Stores
Specialty Stores
Convenience Stores
Supermarkets
Contractual Retailers
Discount Stores
Off-price Stores
Outlet Stores
Popup Stores
Resale Stores
Rental Stores
Direct Sellers
E-commerce
Luxury’s Internet Dilemma
Engineering the Physical Retail Environment
Store Atmospherics
Retailing as Theater
Store Image
Exterior Variables
Interior Variables
Layout and Design Variables
Point-of-Purchase and Decoration
Human Variables
The Future of Fashion Retailing: Are Stores Dead?
Chapter Summary
Discussion Questions
Exercises
Case Study: Intangible Luxury Services – The Case of Amazon’s Alexa
INDEX