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Marketing Fashion Footwear: The Business of Shoes de Tamsin McLaren

Marketing Fashion Footwear: The Business of Shoes: Required Reading Range

Autor Tamsin McLaren, Fiona Armstrong-Gibbs
en Limba Engleză Paperback – 3 mai 2017
Marketing Fashion Footwear addresses the strategic issues surrounding the marketing and distribution of footwear, including brand identity, consumer behavior, production and manufacturing, and the impact of globalization and regional trends.Detailed case studies explore the evolving retail and e-tail landscape while industry perspective interviews focus on the issues faced by designers, brands and retailers. You'll also learn the critical success factors for brand longevity, the scope of marketing communications, and the channels used to reach key opinion leaders and consumers. Beautifully illustrated with examples from some of the world's most influential footwear designers and retailers, this is the ultimate guide to a multi-billion dollar industry.Featured contributors:Margaret Briffa, BriffaMarc Debieux, Cheaney & SonsJason Fulton, This MementoMarc Goodman, Giancarlo RicciSimon Jobson, Dr. MartensTracey NeulsTricia Salcido, Soft Star ShoesJohn Saunders, British Footwear AssociationJoanne StokerMary Stuart, mo Brog
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Specificații

ISBN-13: 9781472579317
ISBN-10: 1472579313
Pagini: 240
Ilustrații: 200 colour illus
Dimensiuni: 210 x 270 x 15 mm
Greutate: 0.82 kg
Editura: Bloomsbury Publishing
Colecția Bloomsbury Visual Arts
Seria Required Reading Range

Locul publicării:London, United Kingdom

Caracteristici

Case studies are contemporary, accurate and relevant - providing an international perspective with global references

Notă biografică

Fiona Armstrong-Gibbs is Senior Lecturer in Fashion at Liverpool John Moores University, UK. Tamsin McLaren is a Lecturer in Marketing at the University of Bath, UK.

Cuprins

1. The Fashion Footwear ConsumerIntroduction; Global Footwear Consumption; What Is Consumer Behavior?; Consumer Motivations; The Purchase Decision Process; Ethics in Action: Disposal and Recycling of Shoes; Research Emerging Consumer Behavior; The Role of Trend in Fashion Footwear; Case Study: Birkenstock; Industry Perspective: Jasmin Sanya Footwear Buyer for Harvey Nichols; Summary; Discussion Questions; Exercises; Key Terms 2. Footwear Design, Construction, and ProductionIntroduction; Establishing the Footwear Supply Chain; Design Concepts; Sourcing Raw Materials and Components; Footwear Construction; Operational Processes; Range and Development of Styles; The Global Landscape of Footwear Production; Ethics in Action: People, Places and Production; Case Study: 3-D Printed Footwear; Industry Perspective: Tricia Salcido, Co-Owner, Soft Star Shoes; Summary; Discussion Questions; Exercises; Key Terms 3. The Global Footwear TradeIntroduction; The Global Flow of Footwear via Continents; Trade Tariffs; Case Study: European Union Trade Tariffs in Footwear; Free Trade Agreements; Ethics in Action: The African Footwear Trade; The Buyer's Role in Sourcing Trend-Led Footwear; Logistics and Legalities; The Cost of Shoes; Wholesale Distribution; Case Study: Bata India Ltd; Industry Perspective: John Saunders, CEO, British Footwear Association; Summary; Discussion Questions; Exercises; Key Terms 4. The Retail and e-Tail LandscapeIntroduction; Retail and Product Classifications for Fashion Footwear; Retail Channels and Key Players; Footwear Specialists; Nonspecialist Retailers; E-tailing; Multi- and Omni-Channel Retail; Modes of Market Entry; The Changing Face of Retail; Ethics in Action: The "Minimum" and "Living" Wage; Case Study: Sneakerboy; Industry Perspective: Mary Stuart, mo Brog; Summary; Discussion Questions; Exercises; Key Terms 5. Management Strategies for Retail GrowthIntroduction; What Is Retail Strategy?; Strategic Development; Strategic Planning and Implementation; Strategic Action and Evaluation; Ethics in Action: International Cultural Considerations; Case Study: Retail strategy in a recession ; Industry Perspective: Marc Goodman, Managing Director, Giancarlo Ricci; Summary; Discussion Questions; Exercises; Key Terms 6. Visual Merchandising and Design Concepts for Retail, E-tail, and WholesaleIntroduction; What Is Visual Merchandising for Fashion Footwear?; The Traditional Shoe Shop Environment Tested; Retail Design Fundamentals; Retail Theater; Challenges of Visual Merchandising Fashion Footwear; Consumer Experience-Customization and Personalization; Wholesale and PR Theater; Ethics in Action: THE ONE OFF Design Agency; Industry Perspective: Marc Debieux, Store Manager at Cheaney & Sons; Summary; Discussion Questions; Exercises; Key Terms 7. Brand Identity and ProtectionIntroduction; What Is a Brand?; Categories of Footwear Brands; Semiotics, Brand Architecture, and Tiered Branding; Protecting the Brand; Ethics in Action: Christian Louboutin Versus Yves Saint Laurent; Global Counterfeit Culture; Case Study: UGG Australia; Industry Perspective: Margaret Briffa, Founding Partner of Briffa; Summary; Discussion Questions; Exercises; Key Terms 8: Brand ManagementIntroduction; What Is Brand Management?; Measuring Success-Awareness and Adoption; What Makes Successful Brand Collaboration?; The Creation of a Footwear Icon; Ethics in Action: Social Enterprise; Case Study: Doctor Martens; Industry Perspective: Tracey Neuls, Designer; Summary; Discussion Questions; Exercises; Key Terms 9. Marketing Communications: Media and PRIntroduction; What is Marketing Communications?; Market Research; Advertising; Public Relations; Case Study: Courting Hollywood; Events Management and Sponsorship; Direct Sales; Shoes on Screen-Digital Developments; Managing and Measuring Effectiveness Online; Trade Marketing Communications; Ethics in Action: Regulatory and Cultural Considerations; Case Study: Hunter; Industry Perspective: Michelle Crowe, Email Marketing Coordinator, Kurt Geiger; Summary; Discussion Questions; Exercises; Key Terms BibliographyFurther ResourcesIndex Acknowledgments and Credits

Recenzii

Each colour-coded chapter considers a distinct area, examines ethics in action and the industry perspective, and closes with discussion questions and exercises. You don't have to be a student to find this interesting, though, just someone keen to learn more about global trade, consumer behaviour and, of course, the business of shoes.
This is a unique book in the array of marketing texts dealing with the fashion industry. It has academic rigour and is comprehensive both in its approach to the subject matter and also in terms of being an accessible read.
It is a welcome textbook that is needed as the footwear industry is increasingly becoming popular to study in. Especially from a marketing/ merchandising/ branding/ business approach with the design element being overpopulated.
An excellent book on an under researched topic...it has great industry information and case studies
This book is very needed as there is extreme interest in the footwear industry and no textbooks that address the industry in its entirety. Just being the first book to address the industry in this way is its strength. It also seems to be well thought out and very important information for people interested in the marketing and business side of footwear.
There really is nothing like it on the market. A godsend for teaching.