Based on deep analyses of manufacturers and retailers' best practices, customers' and companies' interviews, and the latest academic research on fashion marketing, this book will assist companies to manage the value fashion adds to products, extract larger profits despite their shorter life cycles, and help them create long-term loyal customers.

Table of Contents

• Preface
• Acknowledgments
• Introduction
• Chapter 1 Fashion as the Empire of Seduction
• Chapter 2 Fashion as a World of Influences
• Chapter 3 Fashion and Product Variety
• Chapter 4 Overseeing Cost and Price in Fashion Marketing
• Chapter 5 Fashion as a Means of Communication
• Chapter 6 Managing Channels of Distribution and Enhancing Fashion's Impact
• Chapter 7 Leveraging Fashion Equity, the Absolute Benefit
• Chapter 8 Handling Managers’ Challenges for Successful Fashion Products
• Conclusion
• About the Author
• References