Fashion Marketing & Merchandising provides students with the most current information about the basic concepts and business aspects of fashion marketing and merchandising. The text introduces students to the field of fashion promotion and provides foundational fashion concepts related to economics, textiles, and design—all critical aspects of the industry. Technological advances in manufacturing; mass customization; niche specialization; and inventory planning, management, and execution are included, as well as retail trends such as omnichannel retailing and showrooming. In addition, the text introduces students to essential career skills and career opportunities. Students will also acquire insight and understanding of the entire textile/apparel/retail soft goods chain from product design to manufacturing to finalizing retail sales; examine changes and strategies in retail promotion and electronic retailing using online, mobile, and social media technologies; and explore current issues related to industry globalization and consolidation, social media, customer privacy, and sustainability.

Printed student textbook