Abstract
The purpose of this chapter is to introduce the principles of marketing and the marketing mix. Emphasis is on market research and the Four C's – consumer, cost, convenience and communication. The symbiotic relationship between the fashion design and marketing process is illustrated. Branding and its importance in targeting consumers are introduced. New technological developments are discussed as marketing media channels alongside traditional media channels. Promotional ideas are illustrated through two contrasting case studies. Commercial case studies in fashion, technology and digital marketing also support the marketing principles. Fashion forecasting material is introduced to help develop relevant fashion collections for relevant markets into the future.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
