Fashion Marketing

Sweater , Crowdsourcing , Positioning (marketing)

Fashion Marketing:
An Introduction
Wance Tacconelli
Donghua University

Session Overview
• Course learning goals
• Key fashion terminologies
– Style, design and fashion

• Key fashion markets
– Womenswear, menswear, accessories

• What is marketing?
– Understanding customer needs
– Delivering value
– Marketing as a social and managerial process

• Customer relationship and profitability

A bit about myself…
University of York, UK
B.A. in Sociology

London School of Economics and Political
Science (LSE), UK
M.Sc. in Economics

University of Southampton, UK
Ph.D. in Marketing

Academic Work Experience
• University of Surrey, UK
– Lecturer in Retail Marketing

• The University of Hong Kong, China
– Lecturer in Marketing

• Fashion Institute of Technology, USA
– Lecturer in Global Fashion Marketing

• Donghua University, China
– Lecturer in Marketing

Industry Work Experience
• PT Trend Studio, Rome, Italy
– Sales and Marketing Director

• International Labour Office (United Nations),
Geneva, Switzerland
– Research Officer


Contact Information
• Email:


Core textbook
• Mike Easey (2009). Fashion Marketing. WileyBlackwell.

Internet Resources

What are you wearing? Zara, H&M, Uniqlo, Hollister?
Any luxury brands? Gucci, Prada, Burberry, Louis Vuitton?


What is a style?
A type of product that has one or more
specific features that distinguish it and make
it different from other products within the
same category

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