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Fashion marketing : influencing consumer choice and loyalty with fashion products /
Fashion 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 ind...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
New York, New York :
Business Expert Press,
2015.
|
| Edición: | First edition. |
| Colección: | Consumer behavior collection.
|
| Temas: | |
| Acceso en línea: | Texto completo |
MARC
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| 082 | 0 | 4 | |a 687.0688 |2 23 |
| 049 | |a UAMI | ||
| 100 | 1 | |a Le Bon, Caroline, |d 1967- |e author. | |
| 245 | 1 | 0 | |a Fashion marketing : |b influencing consumer choice and loyalty with fashion products / |c Caroline Le Bon. |
| 250 | |a First edition. | ||
| 264 | 1 | |a New York, New York : |b Business Expert Press, |c 2015. | |
| 264 | 4 | |c ©2015 | |
| 300 | |a 1 online resource (xvi, 124 pages) : |b illustrations | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 490 | 1 | |a Consumer behavior collection, |x 2163-937X | |
| 500 | |a Part of: 2014 digital library. | ||
| 520 | 3 | |a Fashion 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. | |
| 504 | |a Includes bibliographical references (pages 115-119) and index. | ||
| 505 | 0 | |a Preface -- 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. | |
| 588 | 0 | |a Print version record. | |
| 590 | |a ProQuest Ebook Central |b Ebook Central Academic Complete | ||
| 650 | 0 | |a Fashion merchandising. | |
| 650 | 0 | |a Customer loyalty. | |
| 650 | 0 | |a Fashion. | |
| 650 | 6 | |a Mode |x Marchandisage. | |
| 650 | 6 | |a Consommateurs |x Fidélité. | |
| 650 | 7 | |a TECHNOLOGY & ENGINEERING |x Technical & Manufacturing Industries & Trades. |2 bisacsh | |
| 650 | 7 | |a Customer loyalty |2 fast | |
| 650 | 7 | |a Fashion |2 fast | |
| 650 | 7 | |a Fashion merchandising |2 fast | |
| 653 | |a customer loyalty | ||
| 653 | |a fashion | ||
| 653 | |a fashion equity | ||
| 653 | |a fashion marketing | ||
| 653 | |a social influence | ||
| 653 | |a symbolic influence | ||
| 776 | 0 | 8 | |i Print version: |a Le Bon, Caroline, 1967- |t Fashion marketing. |d New York : Business Expert Press, 2015 |z 9781606499047 |w (OCoLC)921181667 |
| 830 | 0 | |a Consumer behavior collection. |x 2163-937X | |
| 856 | 4 | 0 | |u https://ebookcentral.uam.elogim.com/lib/uam-ebooks/detail.action?docID=1812336 |z Texto completo |
| 938 | |a Business Expert Press |b BEPR |n 10951844 | ||
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