Fashion Brand Management - by Alison Lowe

About the Book

Understand all there is to know about developing, launching and scaling a successful fashion brand with this practical guide to the realities of the fashion industry.

Book Synopsis

How do you develop an effective strategy for launching a fashion brand? What marketing activities do you need to undertake to identify and engage with your customers? How are new technologies shaping business models? This definitive guide explains the realities of the fashion industry.

Fashion Brand Management is an introduction to how to operate a fashion business in a multi-trillion revenue industry. Written by a leading innovator in the fashion industries, it's a guide to conceptualizing, developing and building a successful brand. It explains key need-to-know marketing and branding models and shows you how to apply them successfully to your business, such as Porter's Five Forces and Generic Strategy, Kapeferer's Brand Identity Prism, the 10 Ps of marketing, how to differentiate your value proposition using Sinek's Golden Circle and Greiner's Growth Strategy.

Fashion Brand Management looks at the key challenges facing today's fashion industry and explores the ways in which both micro-brands and international businesses need to adapt. It explore issues such as an uneven recovery, logistics gridlock, the impact of the metaverse, the circular economy, digital only collections, social selling and see-now-buy-now. Using case studies from a range of brands and covering luxury, mainstream and discount, this textbook is supported by online resources which include questions, extra resources and lecture notes.

Review Quotes

"A crucial textbook for fashion studies and an important reference point for those working in fashion branding, fashion businesses and their related industries."-- "Ram Shergill, Editor in Chief, The Protagonist Magazine"

"A must-read primer for anyone considering fashion business and management. Read this book and learn from one of the best."-- "Kent Le, Programme Leader MA International Fashion Business, University of East London and Adjunct Professor for Business of Fashion, Fordham University"

"Addresses the changes of sustainability and digitalization brilliantly, highlighting some amazing examples. A wonderful guide for students with entrepreneurial ambitions."-- "Professor José Teunissen, Dean at London College of Fashion, University of the Arts London"

"Alison brings to the table an unbeatable combination of years of experience and an accessible writing style which addresses fashion's issues with admirable directness."-- "Maurice Mullen, Head of Fashion & Luxury Goods, Evening Standard"

"Provides a fresh contemporary approach to the subject of fashion business, fusing both core academic theory and practical tips."-- "Alexandra Hill, Course Leader, Norwich University of the Arts"

"Provides a thorough introduction to all aspects of fashion management while maintaining a clear strategic focus"-- "Sennait Ghebreab, Programme Leader Business BA Courses at Istituto Marangoni London"

About the Author

Alison Lowe is a leading expert on fashion brand development and growth. Based in London, UK, she founded and leads a fashion incubator agency and an online support platform, Start Your Own Fashion Label. She develops and teaches courses at the London College of Fashion, University of East London, University of the Arts London and Emlyon Business School. A regular international conference speaker, she also consults for brands across the globe, is a judge for the Great British Entrepreneur Awards and has been awarded an MBE for Services to the Fashion Industry.