LEADER 04797nam 2200637 450 001 9910787949103321 005 20230126210459.0 010 $a1-78684-339-0 010 $a1-60649-905-X 035 $a(CKB)2670000000570611 035 $a(EBL)1812336 035 $a(OCoLC)892991213 035 $a(CaBNVSL)swl00404104 035 $a(Au-PeEL)EBL1812336 035 $a(CaPaEBR)ebr10951844 035 $a(CaONFJC)MIL650441 035 $a(OCoLC)892799624 035 $a(CaSebORM)9781606499047 035 $a(MiAaPQ)EBC1812336 035 $a(EXLCZ)992670000000570611 100 $a20141013d2015 fy 0 101 0 $aeng 135 $aur|n|---||||| 181 $2rdacontent 182 $2rdamedia 183 $2rdacarrier 200 10$aFashion marketing $einfluencing consumer choice and loyalty with fashion products /$fCaroline Le Bon 205 $aFirst edition. 210 1$aNew York, New York (222 East 46th Street, New York, NY 10017) :$cBusiness Expert Press,$d2015. 215 $a1 online resource (144 p.) 225 1 $aConsumer behavior collection,$x2163-937X 300 $aPart of: 2014 digital library. 311 $a1-60649-904-1 311 $a1-322-19161-1 320 $aIncludes bibliographical references (pages 115-119) and index. 327 $aPreface -- Acknowledgments -- Introduction -- 1. Fashion as the empire of seduction -- 2. Fashion as a world of influences -- 3. Fashion and product variety -- 4. Overseeing cost and price in fashion marketing -- 5. Fashion as a means of communication -- 6. Managing channels of distribution and enhancing fashion's impact -- 7. Leveraging fashion equity, the absolute benefit -- 8. Handling managers' challenges for successful fashion products -- Conclusion -- About the author -- Notes -- References -- Index. 330 3 $aFashion is everywhere! It transcends domains and applies to almost any kind of product (e.g., apparel, cars, digital devices, food, literature, travel, music, house decoration, and personal wellness). Fashion greatly influences public interest, media coverage, and product success. In this global industry, many actors interact, including designers, suppliers, and retailers, who collaborate to sell apparel and accessories. In addition, the global fashion industry is among the most important in terms of investments, trade, and employment, despite its dependence on unpredictable demand. Thus, fashion companies face a dilemma: On the one hand, they repeatedly create ephemeral products that must seduce customers each time; whereas on the other hand, the products need to provide continual profits. A key challenge for fashion managers is to design and launch new fashion products that will achieve success with customers during their very short life spans, in which setting they also affect consumers' personal seductiveness, desire, and appearance. For example, will the long skirt have the same success than the skinny jean, or will the high heel prevail over the flats? A fashion dress is more than just a dress--it can change people's appearance and reveal consumers' identity. Consequently, fashion managers are responsible for not just their product lines but also the self-images they help customers convey. This book focuses on the fashion apparel and accessories industry in an attempt to help managers answer the following questions: Why and how do fashion products appeal to consumers, despite their constantly varying attributes? What specific elements and benefits of fashion influence consumers, and how can companies exploit them and gain from these? Which marketing strategies and tactics should companies use to increase fashion products' success while communicating and managing customers' image? How can companies maintain customers' loyalty and generate higher profits with fashion products? By undertaking deep analyses of manufacturers and retailers' best practices, interviewing customers and companies, and reviewing recent academic research on fashion marketing, this book answers such questions and thus helps managers leverage the value that fashion adds to products while creating loyal customers in truly competitive fashion markets. 410 0$a2014 digital library. 410 0$aConsumer behavior collection.$x2163-937X 606 $aFashion merchandising 610 $acustomer loyalty 610 $afashion 610 $afashion equity 610 $afashion marketing 610 $asocial influence 610 $asymbolic influence 615 0$aFashion merchandising. 676 $a687.0688 700 $aLe Bon$b Caroline.$01509900 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910787949103321 996 $aFashion marketing$93742083 997 $aUNINA