The Fashion Business Theory and Practice in Strategic Fashion Management

This book provides a clear understanding of the different business strategies and models across all markets of the fashion industry. Providing a holistic and practical approach to strategic fashion management and marketing, the book covers brand image, supply chain, communication, price point and social media. Based on examples from international organisations – including Off-White, Nike and Zara, as well as leading luxury brands – the author identifies 13 core market sectors and explores the strategies applied in each: from creativity to their supply chain and sustainability, from segmentation strategy to brand policies and from pricing to distribution. Each chapter includes features to aid student learning, including interviews with a wide range of experts from across the industry as well as student activities and reflection points. Theoretically grounded yet practical in its approach, this is important reading for advanced undergraduate and postgraduate students of Strategic Fashion Management, Fashion Marketing and Communications, Fashion Merchandising and Luxury Fashion.

1. Fashion business and strategic marketing 2. Large unspecialised fashion companies3. Historic fashion brands 4. Contemporary fashion brands 5. Industrial fashion brands6. Fast fashion brands7. Emerging brands specialising in ready-to-wear 8. Brands specialising in formal menswear9. Brands specialising in casualwear10. Brands specialising in underwear11. Brands specialising in activewear12. Brands specialising in streetwear13. Brands specialising in bags14. Brands specialising in footwear15. Conclusions: shared critical factors of success and future scenarios of the fashion industry in collaboration with Sennaith Ghebreab

Dario Golizia is a visiting lecturer at IULM University and a senior lecturer in Fashion Marketing Strategies at Istituto Marangoni, both in Milan, Italy.