O'Reilly logo

Fashion Marketing by Caroline Le Bon

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

CHAPTER 6

Managing Channels of Distribution and Enhancing Fashion’s Impact

Making fashion apparel available to shoppers can be achieved through different channels of distribution. Depending on their image, positioning, retail strategy, and core customers, fashion brands and their managers should develop one or more channels of distribution.

Traditional Channels of Distribution

Because different distribution formats exist, a company has multiple means to make its fashion items available to customers; identifying one or more formats requires the company to know who its customers are and which market it targets. An upscale fashion brand targets a specific shopper category, consistent with its own brand image, so it would not allow its products ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required