Fashion Marketing

Fashion Marketing:
An Introduction
Wance Tacconelli
Donghua University
Shanghai

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 management A bit about myself…
Education
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
3

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
4

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

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

5

Contact Information
• Email: [e-mail]

6

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

Internet Resources
•
•
•
•
•
•
•
•
•
•
•

http://www.economist.com/ http://www.elle.com/ http://www.guardian.co.uk/fashion/fashion-industry http://fashion.telegraph.co.uk/ http://www.ft.com/intl/arts/style http://www.jingdaily.com http://www.independent.co.uk/life-style/fashion/ http://www.marketingweek.co.uk/ http://nypost.com/fashion/ http://www.style.com/ http://www.thebusinessoffashion.com/

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

WHY?

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

Example of