Skip to main content

Fashion Marketing, 3rd Edition

Fashion Marketing, 3rd Edition

Mike Easey (Editor)

ISBN: 978-1-444-30956-0

Mar 2009

280 pages



‘Clothing that is not purchased or worn is not fashion’ (to paraphrase Armani)

Knowledge of marketing is essential to help ensure success and reduce the risk of failure in fashion. For the designer starting up in business, this book offers a guide to the major decisions that will enable you to fulfil your creative potential and be a financial success: What are the major trends we should be monitoring?; How should we set our prices?; What is the most effective way to get our message across about the new product range?; Which colour-wash will be the most popular with buyers?

Marketing is now a firmly established element of most fashion and clothing courses. Fashion Marketing is written to meet students’ requirements and has many features making it essential reading for anyone involved in the fashion and clothing business:

· deals with contemporary issues in fashion marketing

· up-to-date examples of global good practice

· exclusively about fashion marketing

· a unique contribution on range planning with a practical blend of sound design sense and commercial realism

· a balance of theory and practice, with examples to illustrate key concepts

· clear worked numerical examples to ensure that the ideas are easily understood and retained

· over 50 diagrams

· a glossary of the main fashion marketing terms and a guide to further reading

· a systematic approach to fashion marketing, not hyperbole or speculation.

The new edition has been updated throughout with new material on different promotional media, visual marketing and international marketing research; and new coverage of internal marketing, supply chain management, international marketing communications as well as the role of the internet.

See for supporting pack for tutors, including PowerPoint slides for each chapter plus ideas and exercises for seminars.

Related Resources


Contact your Rep for all inquiries

List of Contributors .

Preface .


Part A: Understanding Fashion Marketing.

1. An Introduction to Fashion Marketing .

by Mike Easey.

1.1 What is fashion?.

1.2 What is marketing?.

1.3 What is fashion marketing?.

1.4 Fashion marketing in practice.

1.5 How fashion marketing can help the fashion industry.

1.6 What fashion marketers do: five examples.

1.7 Ethical issues in fashion marketing.

1.8 An overview of the fashion marketing process.

1.9 Summary.

Further reading.

2. The Fashion Market and the Marketing Environment .

by Christine Sorensen.

2.1 Introduction.

2.2 The development of the fashion market.

2.3 The fashion market: size and structure.

2.4 Marketing environment.

2.5 Micro marketing environment.

2.6 Macro marketing environment.

2.7 Trends in the marketing environment.

2.8 Summary.

Further reading.

Part B: Understanding and Researching the Fashion Purchaser .

3. The Fashion Consumer and Organizational Buyer .

by Mike Easey.

3.1 Introduction.

3.2 Why study the fashion buyer?.

3.3 Fashion consumer decision making.

3.4 Psychological processes.

3.5 Sociological aspects of consumer behaviour.

3.6 The organizational buyer.

3.7 Summary.

Further reading.

4. Fashion Marketing Research .

by Patricia Gray.

4.1 Introduction.

4.2 The purpose of marketing research.

4.3 An overview of the marketing research process.

4.4 Problem definition and setting research objectives.

4.5 Research design.

4.6 Data sources.

4.7 Practical sampling methods.

4.8 Primary data collection methods.

4.9 Data collection methods.

4.10 Questionnaire design.

4.11 Attitude measurement and rating scales.

4.12 The role of marketing research in new product development.

4.13 Forecasting fashion.

4.14 The Internet as a research tool.

4.15 International Marketing Research.

4.16 Summary.

Further reading.

Part C: Target Marketing and Managing the Fashion Marketing Mix.

5. Segmentation and the Marketing Mix .

by Mike Easey and Christine Sorensen.

5.1 Introduction and overview.

5.2 Mass marketing and market segmentation.

5.3 Segmentation: rationale, bases and strategy.

5.4 Positioning and perceptual mapping.

5.5 The fashion marketing mix.

5.6 Summary.

Further reading.

6. Designing and Marketing Fashion Products .

by Sheila Atkinson and Mike Easey.

6.1 Introduction.

6.2 The importance of fashion products.

6.3 The nature of fashion products.

6.4 The fashion industry and new product development.

6.5 Retail buying sequence: autumn and winter season.

6.6 The product mix and range planning.

6.7 Fashion and related lifecycles.

6.8 Summary.

Further reading.

7. Pricing Garments and Fashion Services .

by Mike Easey.

7.1 Introduction.

7.2 Different views of price.

7.3 The role of price decisions within marketing strategy.

7.4 External factors influencing price decisions.

7.5 Internal factors influencing price decisions.

7.6 Main methods of setting prices.

7.7 Pricing strategies in relation to new products.

7.8 Pricing strategies to match the competition.

7.9 Price changes.

7.10 Summary.

Further reading.

8. Fashion Distribution .

by John Willans.

8.1 Introduction.

8.2 The importance of fashion retailing.

8.3 Structural issues.

8.4 The industry’s components.

8.5 Trends in retailing.

8.6 The Internet.

8.7 The ‘grey market’.

8.8 Retail marketing effectiveness.

8.9 Summary.

Further reading.

9. Fashion Marketing Communications .

by Gaynor Lea-Greenwood.

9.1 Introduction.

9.2 The marketing communications environment.

9.3 The traditional approach to promotion.

9.4 Fashion advertising.

9.5 Sales promotion.

9.6 Public relations.

9.7 Celebrity endorsement and sponsorship.

9.8 Personal selling.

9.9 Visual Merchandising to Visual Marketing.

9.10 International marketing communications.

9.11 Ethics in marketing communications.

9.12 Evaluating the effectiveness of marketing communications.

9.13 New directions in fashion marketing communications.

9.14 Summary.

Further reading.

10. Fashion Marketing Planning .

by Mike Easey.

10.1 Introduction.

10.2 The planning process and objectives.

10.3 Marketing audits and SWOT analysis.

10.4 Marketing strategy.

10.5 The fashion marketing plan.

10.6 Implementation and organizational issues.

10.7 Summary.

Further reading.

Glossary of Fashion Marketing Terms .


?Fashion Marketing provides a good introductory level text, most appropriate for first year undergraduate students.? (Journal of Fashion Marketing and Management, January 2009)
Powerpoint slides to accompany each chapter

The slides for all chapters are stored in a single ZIP archive. If your computer is not capable of opening ZIP archives, you can download a free trial of Winzip.

Part A: Understanding Fashion Marketing

Chapter 1: An Introduction to Fashion Marketing
Chapter 2: The Fashion Market and the Marketing Environment

Part B: Understanding and Researching the Fashion Purchaser

Chapter 3: The Fashion Consumer and Organizational Buyer
Chapter 4: Fashion Marketing Research

Part C: Target Marketing and Managing the Fashion Marketing Mix

Chapter 5: Segmentation and the Marketing Mix
Chapter 6: Designing and Marketing Fashion Products
Chapter 7: Pricing Garments and Fashion Services
Chapter 8: Fashion Distribution
Chapter 9: Fashion Marketing Communications
Chapter 10: Fashion Marketing Planning

Tutor Support Materials
Sample Chapter - Chapter 2

  • Discusses contemporary issues using up-to-date British and international examples
  • Numerical concepts are explained with clear worked examples
  • Book's website ( provides free on-line support for tutors and students
  • Theory and practice are well balanced with relevant examples to illustrate key concepts and principles
  • New elements include: impact of the internet on marketing and distribution, visual marketing, and international marketing research