The Fashion Business
Theory and Practice in Strategic Fashion Management
This book provides a clear understanding of the different business strategies and models across all markets of the fashion industry.
Providing a holistic and practical approach to strategic fashion management and marketing, the book covers brand image, supply chain, communication, price point and social media. Based on examples from international organisations – including Off-White, Nike and Zara, as well as leading luxury brands – the author identifies 13 core market sectors and explores the strategies applied in each: from creativity to their supply chain and sustainability, from segmentation strategy to brand policies and from pricing to distribution. Each chapter includes features to aid student learning, including interviews with a wide range of experts from across the industry as well as student activities and reflection points.
Theoretically grounded yet practical in its approach, this is important reading for advanced undergraduate and postgraduate students of Strategic Fashion Management, Fashion Marketing and Communications, Fashion Merchandising and Luxury Fashion.
Table of Contents
1. Fashion business and strategic marketing
2. Large unspecialised fashion companies
3. Historic fashion brands
4. Contemporary fashion brands
5. Industrial fashion brands
6. Fast fashion brands
7. Emerging brands specialising in ready-to-wear
8. Brands specialising in formal menswear
9. Brands specialising in casualwear
10. Brands specialising in underwear
11. Brands specialising in activewear
12. Brands specialising in streetwear
13. Brands specialising in bags
14. Brands specialising in footwear
15. Conclusions: shared critical factors of success and future scenarios of the fashion industry in collaboration with Sennaith Ghebreab
Dario Golizia is a visiting lecturer at IULM University and a senior lecturer in Fashion Marketing Strategies at Istituto Marangoni, both in Milan, Italy.
‘This is a much-needed contemporary academic book related to fashion business that has excellently managed to critically examine and precisely dissect the challenging retail environment. It feels very relevant especially in the current climate as the book tackles a number of modern case studies and future strategies that will ultimately be able to guide industry practitioners when developing business and marketing strategies for fashion brands. At first I read the whole book in one sitting but I knew immediately that I would return repeatedly to refer back to key sections for future research. This is a book I would wholeheartedly recommend to current fashion industry experts across the globe, and of course to the future fashion business leaders: our students.
Sally Heale, Senior Lecturer, University of Westminster, UK
‘This is a comprehensive and much-needed new text on the theory and practice of strategic fashion management that is highly suited to students wishing to investigate this subject in significant depth. The author identifies thirteen core fashion market sectors, exploring the strategies applied in each. What stands out is the critical approach, in-depth comparative analysis and the additional input from a superb selection of contributing authors.’
Harriet Posner, Director Undergraduate Programmes, Condé Nast College of Fashion & Design
‘I have rarely had the chance to read such a comprehensive book about the fashion industry. The Fashion Business is the best book to get acquainted with the fashion world, which is complex and structured in terms of strategy, economics and market.’
Mauro Ferraresi, Director of ‘Made In Italy’ Master’s at IULM University Milano, Italy
‘This book is an excellent piece of scholarship which will provide students with an invaluable resource as they endeavour to understand the contemporary Fashion Business world. The author and his fellow Fashion tutor-practitioners provide sophisticated, insightful and accessible perspectives on the theory and practice of Strategic Fashion Management.’
Dr Bernard Lisewski, Senior Lecturer, University Teaching Academy, Manchester Metropolitan University, UK
‘This book is a fundamental milestone for all of those businesspeople, academic researchers, and students who are interested in understanding the complexity and the variety of the fashion industry. Dario, combining a practical language and a rigorous academic approach, has bridged the gap and has helped to lay out a very comprehensive roadmap, bravo!’
Professor Roberto Donà, Xi'an Jiaotong-Liverpool University, China
‘This specific historical period has demanded courage and the nerve to catch unexpected opportunities and to look to the future with new eyes. Now, more than ever, we need to find unexpected ways to surprise our customers and to not be afraid to contaminate companies with new energies.’
Riccardo Sciutto, CEO at Sergio Rossi
‘Fashion is a very specific and complex business. It is very difficult to interpret and read through the lens of managerial culture. Dario Golizia has demonstrated a deep knowledge of the fashion system and of every specific business model. The book analyses the strategies, the marketing mix, and the fashion web marketing of every single cluster.’
Edoardo Sabbadin, Professor of Fashion and Design Marketing, University of Parma, Italy