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Retail Marketing Theory In Fashion Retailing Context

Author: Barrack Kennedy

Publisher:

Published: 2014-04-01

Total Pages: 20

ISBN-13: 9783656610410

Research Paper from the year 2013 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A, University of Massachusetts Boston, language: English, abstract: This paper aimed at reviewing some retail marketing theories and evaluating its applicability in increasingly narrowing contexts of fashion and fast fashion sectors. Retail marketing theories focus on attracting customers to different store forms and online sales. The retail mix should be the most suitable one to attract maximum customers to enhance revenue for the firm. Attracting customers involve efficient customer relationship management to win their trust and loyalty. Companies adopt several methods for this. In online marketing introduction and enhancement of virtual shopping experience will be useful. Success of retailing depends on service quality which makes customers satisfied. Repeated satisfaction will build loyalty to the firm. This is the aim of all firms. Frequent measurements and monitoring of service quality and customer satisfaction can lead to increasing loyal customers. Fashion is not a necessity. Its customers are fashion-conscious young generation of modern lifestyles. To be successful, firms need to understand changing fashion tastes and shopping behaviour of customers. Firms use many methods for this. Fast fashion involves rapid replacement of limited stocks with fresh fashions. The limited stocks are sold out fast resulting in large number of customers going away with unsatisfied demand. This is expected to trigger repeated visits. Unless repeated visits occur in large numbers, fast fashion will fail. Fat fashion firms can use retail marketing theories to achieve this. Zara is used as a real life example to demonstrate how retail marketing theories can be adapted to the context of fast fashion. Zara's online sale has not picked up well. Zara needs to be cautious in its store formats to ensure that customers do not go away p

Fashion Marketing: Contemporary Issues

Author: Tony Hines

Publisher: Routledge

Published: 2012-10-12

Total Pages: 266

ISBN-13: 1136004254

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'Fashion Marketing' is a book of key chapter contributions from renowned academics and practitioners that addresses many of the contemporary issues facing one of the world's largest and most global of industries. With international contributions from the UK, USA and China, 'Fashion Marketing' covers all of the key themes and issues of this area, including: * forecasting * sourcing * supply chain management (demand management) * new product development * design management * logistics * range planning * colour prediction * market testing * e-commerce * strategy Ideal for use on any undergraduate or postgraduate courses in Fashion, Textiles, Apparel and Retailing Management where there is a need to address the topic of fashion marketing, this book will also serve as a useful, informative and authoritative text for senior managers in the fashion marketing industries wanting to gain further understanding of current and future developments within the industry.

Fashion Marketing

Author: Marianne Bickle

Publisher: Bloomsbury Publishing USA

Published: 2010-06-21

Total Pages: 354

ISBN-13: 1628921005

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Prior to the 1970s and 1980s, fashion marketing focused heavily (and perhaps solely) on women's fashions. Today, fashion marketing influences all products and how consumers use these products. How products are marketed, when products are marketed, the evolution of products into different sizes, shapes, colors, and uses are all influenced by fashion marketers. Fashion marketing is taken to different levels from branding a person (e.g., Ralph Lauren, the person), a line of products (e.g., Lexus luxury cars), or a single product (e.g., Coach handbag). This much-needed text introduces new methods and technologies to apply today's principles to future practices of fashion marketing.

Customer Experience in Fashion Retailing

Author: Bethan Alexander

Publisher: Taylor & Francis

Published: 2024-06-20

Total Pages: 414

ISBN-13: 104004462X

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This text provides a holistic, integrated and in-depth perspective on the growing field of customer experience (CX), in a fashion context. Merging three core perspectives – academic, creative agency and retailer – the book takes a chronological approach to tracing the evolution of customer experience from the physical store, to omnichannel through channel convergence to consider the future of fashion retailing and customer experience. Beginning with the theoretical perspective, customer experience evolution in a fashion retail context is traced, considering the definition of customer experience, physical retail, the digitalisation of customer experience, omni-channel retail, in-store technologies and envisioning future retail CX. The retail creative agency perspective looks at how to locate and design customer experience journeys, designing harmonised CX across retail brand environments online and offline, responsible retailing and taking a human-centric approach to create visceral, wellbeing-based experiences. Finally, the retailer perspective explores real-life case studies of great customer experience from international brands, including Zara, Nike, Ecoalf, To Summer and Anya Hindmarch. Pedagogical features to aid understanding are built in throughout, including chapter objectives and reflective questions. Comprehensive and unique in its approach, Customer Experience in Fashion Retailing is recommended reading for students studying Fashion Retail Management, Customer Experience, Retail Design and Visual Merchandising, Fashion Psychology and Fashion Marketing.

Fashion Marketing

Author: Tony Hines

Publisher: Routledge

Published: 2007

Total Pages: 350

ISBN-13: 0750668970

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This is a book of key chapter contributions from renowned academics and practitioners that addresses many of the contemporary issues facing one of the largest and most global of industries.

Mastering Fashion Marketing

Author: Tim Jackson

Publisher: Bloomsbury Publishing

Published: 2017-09-16

Total Pages: 240

ISBN-13: 1137092718

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This is the first book on the subject that combines contemporary marketing theory with analysis of operational marketing practice within the fashion industry. It contains the views of key practitioners and much original case study material from leading fashion organizations to provide unique insights into the reality of fashion marketing.

Fashion & Luxury Marketing

Author: Michael R. Solomon

Publisher: SAGE

Published: 2022-04-14

Total Pages: 517

ISBN-13: 1529765404

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Written by marketing experts, this authoritative and comprehensive full-colour textbook made up of both accessible research and theory, real-world examples and case studies including Prada, Gucci and Burberry, provides students with an overview of the global fashion industry and fashion marketing, strategy, branding, communications, retailing and distribution, as well as the psychological factors involved in consuming fashion and luxury. The role of social media, celebrities and influencers such as Kim Kardashian and Lil Miquela are discussed, as is the ever-increasing role of ethical fashion and sustainability. The authors also offer an expanded view of fashion and luxury by moving beyond just clothing and apparel to include other fashionable and luxurious products and services, including technology. Packed with attractive visuals from fashion and culture, and accompanied by chapter summaries, questions and exercises, this textbook is essential reading for students studying fashion, luxury, marketing, management, retailing, branding and communications. Also provided for educators are supporting PowerPoint slides and an instructor’s manual to support use of the textbook with students. Suitable for Fashion Marketing/Fashion Consumer Behaviour modules as well as a general text for Fashion Marketing programmes. The text will also appeal to Luxury programmes (MBA etc) and Retail Marketing modules (UG).

Harnessing Omni-Channel Marketing Strategies for Fashion and Luxury Brands

Author: Wilson Ozuem

Publisher: Universal-Publishers

Published: 2019-11-15

Total Pages: 386

ISBN-13: 1627347402

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This book provides a contemporary theoretical insight into the fashion and luxury industry, addressing potential gray areas within the literature. The authors analyze the luxury and fashion industry using multiple perspectives, allowing for a critical comprehensive overview of the phenomenon across diverse streams. The book provides insight into fashion and luxury retailing in the context of both online and brick and mortar retailers based on a variety of market scenarios. It deciphers the rationale of customer behavioral and decision making in online and offline luxury and fashion purchasing contexts. It provides an overview of the challenges that the industry faces with the advent of the evolving omni-channel environment. The multiple theoretical and practical nuances of the fashion and luxury industry are presented. In this sense, the book is a fundamental reference point for the students and academics. This book will be of interest to practitioners in the fashion and luxury retailing sectors. Also, many policy makers will find the conceptual and exploratory insight of this book relevant to their organizational and retailing policies. The new knowledge that is produced in this book is a ground breaker in the fashion and luxury literature. It offers insight from both theoretical and practical perspectives from both retailer and customer perspectives.

Luxury Fashion Retail Management

Author: Tsan-Ming Choi

Publisher: Springer

Published: 2016-11-26

Total Pages: 200

ISBN-13: 9811029768

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Using various research methodologies, such as reviews, case studies, analytical modeling and empirical studies, this book investigates luxury fashion retail management and provides relevant insights, which are beneficial to both industrialists and academics. Readers gain an understanding of luxury fashion retailing, including proper operations and strategic management, which now are the most crucial items on the luxury fashion industry’s senior management agenda.

Fashion Buying and Merchandising

Author: Rosy Boardman

Publisher: Routledge

Published: 2020-05-10

Total Pages: 241

ISBN-13: 0429868987

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Fashion buying and merchandising has changed dramatically over the last 20 years. Aspects such as the advent of new technologies and the changing nature of the industry into one that is faster paced than ever before, as well as the shift towards more ethical and sustainable practices have resulted in a dramatic change of the roles. As a result, contemporary fast fashion retailers do not follow the traditional buying cycle processes step by step, critical paths are wildly different, and there has been a huge increase in ‘in-season buying’ as a response to heightened consumer demand. This textbook is a comprehensive guide to 21st-century fashion buying and merchandising, considering fast fashion, sustainability, ethical issues, omnichannel retailing, and computer-aided design. It presents an up-to-date buying cycle that reflects key aspects of fashion buying and merchandising, as well as in-depth explanations of fashion product development, trend translation, and sourcing. It applies theoretical and strategic business models to buying and merchandising that have traditionally been used in marketing and management. This book is ideal for all fashion buying and merchandising students, specifically second- and final-year undergraduate as well as MA/MSc fashion students. It will also be useful to academics and practitioners who wish to gain a greater understanding of the industry today.