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Laurence King Publishing
By Harriet Posner
8-1/2 x 10 in; 224 pp; 300 color illustrations
April 2011 ISBN 9781856697231 ISBN10 1856697231
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Marketing Fashion is a practical guide to the fundamental principles of marketing and branding, from catwalk to price calculation, developing brand identity to creating a customer profile. The book explains key theoreticalconcepts, and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market. The book is designed to appeal to students at degree or foundation level as well as those contemplatinga career within the fashion industry.
Harriet Posner is an Associate Lecturer in Fashion Business and Marketing at the London College of Fashion, UK. After graduating from Saint Martins College of Art & Design, she set up her own-label women's and men's knitwear brandselling in major stores worldwide. She has worked as a fashion designer, buyer and marketing consultant in the UK,Europe, and Asia.
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