Read full document

Fashion Marketing

  • By
  • December 2013
  • 1317 Words
  • 3 Views
Page 1 of 16
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: wancestyle@gmail.com

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...