Book review: Marketing Fashion: Strategy, Branding and Promotion
We take a look at Harriet Posner’s new book Marketing Fashion: Strategy, Branding and Promotion - a practical guide of fundamental principles.
WHAT'S IT ABOUT?
The book suggests that ‘fashion is by its very nature a marketing tool’ operating at every level and affecting the entire industry right from product development through to retail.
The readers are led through the whole process and different levels with marketing bringing them all together. With the underling theme that a fashion brand is constructed to make money.
IS IT ANY GOOD?
This book is clearly structured with easily digestible chapters and diagrams accompanying the text. Using examples and case studies from a broad range of fashion, textile and retail businesses.
WHO'S IT FOR?
This is an essential handbook for those who are interested in a career in fashion. The book is educational but also aims to inspire students to use the material as a way to further research the industry.
HOW MUCH IS IT GOING TO COST ME?
This book will set you back an RRP of £24.95. But if you’re a student and buy through Laurence King’s website you can get a 35% discount. Every little helps!
WHAT'S THE OVERALL VERDICT?
An inspiring and informative book aimed predominately at those interested in a fashion career.
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