Fashion Brand Merchandising

Fashion Brand Merchandising introduces the concepts and practices that will help students build, develop, and work with fashion brands, Beginning with an overview of the branding concept and a description of those professionals and processes that develop the brand image and the actual products identified with that image, this text covers how branding and merchandising activities are interrelated and interdependent with respect to marketing fashion-related products. In whatever capacity, you work with fashion brands marketer, merchandiser, retailer, or designer this text includes information you will need to work meaningfully with fashion brands. Features -- Focus on Fashion Brands feature an article or case study relevant to the topics of the specific chapters -- Brand Managers Notebook exercises designed to assist development of your career -- BRANDLAB provides an opportunity to create a fashion brand -- Instructor's Guide provides suggestions for planning the course and using the text

Gordon T. Kendall is a freelance author and lecturer based in Dallas, Texas.

Contents What are Fashion Brands? - Fashion Brand Merchandising - Fashion Brands in the Marketplace - Fashion Brands and Consumers - Products, Services, and Fashion Brands Building Fashion Brands - Planning Fashion Brands - Elements of Fashion Brands - Fashion Brand Communication - Fashion Brand Experiences Developing Fashion Brands - Changing Nature of Fashion Brands - Expanding Fashion Brands - Measuring Fashion Brand Performance - Fashion Brand Portfolios Working with Fashion Brands - Organizing the Fashion Brand Team - Business and Social Issues of Fashion Brands - Future Trends of Fashion Brands