Includes bibliographical references and index

Introduction --The fashion market : Fashion market sectors ; Fashion market levels ; The global fashion market ; What is marketing? ; Marketing definitions ; Crowdfunding -- Marketing strategy : What is marketing strategy? The marketing mix ; Changing the Ps to Cs ; STP marketing strategy -- Research and planning : Marketing research ; Market research methods ; Market trends ; Planning and strategy -- Understanding the consumer : Defining the consumer ; Customer segmentation ; Creating a customer profile -- Introduction to branding : Defining a brand ; The purpose of branding ; Developing and managing brand identity ; Brand strategy and management -- Fashion promotion : The promotional mix ; Fashion advertising and digital campaigns ; Sales promotion ; Fashion PR and publicity ; Measuring campaign effectiveness ; Personal selling -- Careers in fashion marketing : Professional skills ; Career choices ; Work placements and internships

"Marketing Fashion, Second Edition is a practical guide to the fundamental principles of marketing and branding, from creating a customer profile to developing a brand identity. The book explains key theoretical concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market. All tools in the modern marketer's kit are discussed, from attending fashion fairs to viral marketing and online strategies. Using examples and case studies drawn from a broad range of fashion, textile and retail businesses, students are led through the marketing process from initial consumer and market research to the creation of exciting marketing and branding campaigns. The book is designed to appeal to students at degree or foundation level as well as those contemplating a career within the fashion industry."--Publisher's website