Fashion & Luxury Marketing 1st Edition

List of Case StudiesAbout the AuthorsOnline ResourcesSECTION I: INTRODUCTION TO FASHION MARKETING1 Fashion Marketing: An IntroductionLearning ObjectivesWhat is Fashion Marketing?What is Marketing?The Marketing MixWants versus NeedsIs Fashion Marketing Different?Who Sells, and Who Buys?Channels of DistributionElements of the Fashion Marketing MixFashion ProductsFashion PricesFashion PromotionFashion PlaceWe Call it a Mix for a ReasonDress as Nonverbal CommunicationFashion versus LuxuryPlayers in the Fashion IndustryIt Takes a Village to Sell a DressCareers in the Fashion IndustryGarment and Textile TechnologistFashion Trend ForecasterFashion DesignerFashion BuyerFashion MerchandiserFashion Writer/EditorFashion Sales AssociatePersonal StylistChapter SummaryDiscussion QuestionsExercisesCase Study: Prada’s Places – Brand Identity and Architecture2 The Big Picture of the Fashion IndustryLearning ObjectivesThe Evolution of Fashion: A Brief HistoryFashion and Luxury in the 18th century: The Birth of CoutureThe Industrial Revolution: The Development of the Modern Fashion IndustryThe Emergence of the Middle Class: A Growing Demand for LuxuryThe Development of the Modern Apparel IndustryFashion and Luxury During the 19th centuryThe Emergence of Fashion RetailingThe Effects of World War I on FashionThe Effects of World War II on FashionFashion and Luxury During the 20th centuryFashion and Luxury in the 21st centuryTraditional Fashion CategoriesHigh Fashion or Haute CoutureLuxury FashionDiffusion Designer BrandsBridge BrandsMass FashionThe CollabFashion Products: Beyond Apparel, Footwear and JewelryFashion and ArtFashion as ArtFashion and FoodOther Domains as FashionChapter SummaryDiscussion QuestionsExercisesCase Study: Manu Atelier – A Turkish Brand in the ‘Top’ Fashion Fields3 Understanding Fashion ChangeLearning ObjectivesTheories of FashionPsychological Fashion TheoryEconomic Fashion TheorySociological Fashion TheoryCultural MovementThe Meme Theory of FashionWho Creates Fashion Trends?Who Consumes These Trends?The State of Fashion Apparel Today: Shifting Fashion CentersTraditional Fashion CapitalsParisLondonNew YorkMilanEmerging Fashion CapitalsMajor Drivers of Fashion NowGender-Neutral FashionModest FashionDiversity and InclusivityEmpowerment of WomenComputer Wearables and Smart TextilesAnti-Materialism and SustainabilityChapter SummaryDiscussion QuestionsExercisesCase Study: Rihanna, Fenty and the Emergence of Inclusive Luxury4 Ethical and Sustainable FashionLearning ObjectivesConsumer and Business EthicsBusiness and Personal Ethics: Doing Well by Doing GoodEthical Pain Points for the Fashion IndustryUse of Fur and Exotic SkinsAnimal TestingOffensive Fashion Advertising and ProductsConsumer Data PrivacyCorporate Social ResponsibilityLabor Issues and ExploitationChild Labor and Human TraffickingCultural Exploitation and AppropriationFair Trade FashionFashion SustainabilityUpcyclingIs Fast-fashion Dead?The Dark Side of Consumer BehaviorAddictive ConsumptionCompulsive ConsumptionCosmetic Surgery AddictionEating DisordersConsumer TheftAnti-consumptionFOMOChapter SummaryDiscussion QuestionsExercisesCase Study: Sustainability in FashionSECTION II: FASHION MARKETING STRATEGY5 Strategic Planning and Marketing InsightsLearning ObjectivesAnalyzing the Marketing EnvironmentThe Macro-Marketing EnvironmentThe Natural EnvironmentThe Political and Legal EnvironmentThe Economic EnvironmentThe Sociocultural EnvironmentThe Technological EnvironmentThe Micro-Marketing EnvironmentCompany and Departmental StructuresCustomersEmployeesSuppliersCompetitorsMarketing IntermediariesPublicsA SWOT Analysis for FashionDeveloping Strategies for Growth and DownsizingMarketing Insights and Trend ForecastingInternal DataMarket IntelligenceColor ForecastingTrend ForecastingMarketing ResearchStep 1: Identify the Research ProblemStep 2: Select the Research DesignResearch with Secondary DataResearch with Primary DataStep 3: Selecting the Method to Gather Primary DataStep 4: Plan the SampleStep 5: Collect and Analyze the DataStep 6: Present the Research ReportChapter SummaryDiscussion QuestionsExercisesCase Study: The Paradox of Inclusive Luxury6 Segmentation, Targeting and PositioningLearning ObjectivesStep 1: SegmentationDemographic SegmentationAge and LifecycleGenderEthnicityIncome and Social StatusGeographic SegmentationPsychographic SegmentationConducting a Psychographic Analysis: Using AIOsUses of Psychographic SegmentationLifestyleHow to Create a Pen Portrait of Your ConsumerUser PersonalitiesBehavioral SegmentationUsage RateUsage OccasionsBrand Loyalty and AffiliationStep 2: TargetingUndifferentiated TargetingDifferentiated TargetingConcentrated TargetingCustomized TargetingStep 3: PositioningPositioning DimensionsRepositioningPerceptual MappingChapter SummaryDiscussion QuestionsExercisesCase Study: Smart Adaptive ClothingSECTION III: HOW CONSUMERS THINK ABOUT AND CHOOSE FASHION7 Micro Factors: Perception, Learning and AttitudesLearning ObjectivesPerceptionSensory SystemsVisionColorColor ResponsesColor as Trade DressSmellSoundTouchTasteThe Stages of PerceptionExposureSensory ThresholdsAttention (Shock Tactics)InterpretationLearningBehavioral LearningClassical ConditioningStimulus GeneralizationHow Can Marketers Benefit from Stimulus Generalization?Stimulus DiscriminationOperant ConditioningObservational LearningCognitive LearningAttitudesThe Hierarchy of EffectsChapter SummaryDiscussion QuestionsExercisesCase Study: It’s Been Emotional – The Neuroscience of Irrational Consumer Decision-making in Luxury Fashion8 Individual Consumer Dynamics: Motivation and the Self-ConceptLearning ObjectivesTheories of Fashion MotivationModesty TheoryImmodesty TheoryProtection TheoryAdornment TheoryThe Motivation ProcessTheories of MotivationDrive TheoryExpectancy TheoryMotivesMotivational ConflictsApproach-Approach ConflictApproach-Avoidance ConflictAvoidance-Avoidance ConflictNeedsNeeds versus WantsTypes of NeedsClassifying Consumer NeedsSpecific NeedsMaslow’s Hierarchy of NeedsFashion Product InvolvementThe Many Faces of InvolvementProduct InvolvementMessage-Response InvolvementPerspectives on the SelfIs There a Self?Self-ConceptComponents of the Self-ConceptSelf-Esteem and ClothingThe Body as ProductIdeals of BeautyBeautiful: Compared to Whom?Working on the BodyChapter SummaryDiscussion QuestionsExercisesCase Study: Something Wicked – Embodied Female Empowerment9 Macro Factors: Group and Social Influence, and Fashion Opinion LeadershipLearning ObjectivesReference GroupsTypes of Reference GroupsFormal versus Informal GroupsMembership versus Aspirational Reference GroupsPositive versus Negative Reference GroupsWhen are Reference Groups Important?The Power of Reference GroupsReferent PowerInformation PowerLegitimate PowerExpert PowerReward PowerCoercive PowerVirtual CommunitiesFashion Conformity and IndividualityFactors that Influence the Likelihood of ConformityOpinion Leadership: The Role of InfluencersSocial ClassA Universal Pecking OrderClothing Used to Regulate Distinction Between ClassesSocial Class Affects Taste and LifestyleThe Rise of Mass ClassSocial MobilityHow Social Class Affects Fashion DiffusionTrickle-Down EffectTrickle-Across EffectTrickle-Up EffectChapter SummaryDiscussion QuestionsExercisesCase Study: BurberrySECTION IV: APPLYING THE MARKETING MIX10 Product Development, Branding and PricingLearning ObjectivesLayers of the Product ConceptFashion Product ClassificationThe Diffusion of InnovationsDesign ThinkingFashion InnovationCycles of Fashion AdoptionIs It a Fad, a Trend, or a Fashion?Creating and Adopting InnovationsTypes of AdoptersBranding the Fashion ProductBrand ArchitectureTypes of BrandsThe Use of Colors in BrandingThe LogoThe TrademarkPackagingProduct Support-Related ServicesFashion PricingFactors That May Affect PricingProduct CostMarket DemandThe EnvironmentPricing StrategiesChapter SummaryDiscussionExercisesCase Study: Hung-up on You – Designing to Eliminate Single-use Plastic in Fashion Retail11 Fashion Marketing CommunicationsLearning ObjectivesThe Elements of CommunicationsChanging Attitudes Through Marketing CommunicationsTactical Communications DecisionsAn Updated Model: Interactive CommunicationsWho’s in Charge of the Remote?The Message SourceSource CredibilityBuilding CredibilitySource BiasesSource AttractivenessStar Power: Celebrities as Communications SourcesThe MessageThe Promotional MixAdvertisingMagazinesRadio AdvertisingTelevisionDigital MediaDirect MarketingSales PromotionPersonal SellingPersuasion Techniques in SellingPublic RelationsChapter SummaryDiscussion QuestionsExercisesCase Study: #TFWGUCCI – Cool Luxury and Innovation in Fashion Marketing Communications12 Fashion Retailing and DistributionLearning ObjectivesWhat Is Fashion Retailing and DistributionNumber of Channel LevelsMajor Bricks-and-Mortar Retailing FormatsDepartment StoresSpecialty StoresConvenience StoresSupermarketsContractual RetailersDiscount StoresOff-price StoresOutlet StoresPopup StoresResale StoresRental StoresDirect SellersE-commerceLuxury’s Internet DilemmaEngineering the Physical Retail EnvironmentStore AtmosphericsRetailing as TheaterStore ImageExterior VariablesInterior VariablesLayout and Design VariablesPoint-of-Purchase and DecorationHuman VariablesThe Future of Fashion Retailing: Are Stores Dead?Chapter SummaryDiscussion QuestionsExercisesCase Study: Intangible Luxury Services – The Case of Amazon’s AlexaINDEX