O'Reilly logo

Marketing Fashion by Harriet Posner

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

•••

Introduction

 

Marketing and branding play a critical role in today’s fashion industry; they are stimulating and exciting disciplines that inform many of the strategic and creative decisions involved in design and product development. Marketing bridges the gap between the intangibilities of fashion and the concrete realities of business. It can be viewed as a holistic system connecting the commercial goals and value system of a business organization with the personal ideals, desires and actual needs of consumers.

Fashion is by its very nature a marketing tool. Marketing is part of its DNA; it is inherent in its substance and spirit. Think about it; if it was not called fashion, it would be plain apparel or garments, and these words contrive ...

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