Fashion is a challenging sector of the retail market, requiring retailers to be innovative, accurately know the market and establish their own (or buy in) desirable brands.


To embrace the multiplicity of fashion retailing, this book draws upon both large and small establishments to examine the strategies and operations of fashion retail organisations. Uniting theory and practice, the book includes market structure and competition, consumer demand, channels to market, buying, merchandising and logistics, store management, branding, advertising and promotion together with analysis of internationalisation of the fashion retail market.