A practical guide to the fundamental principles of marketing and branding. The book explains key theoretical concepts, illustrating how they are applied in practice within the global fashion and retail industry. Using examples and case studies drawn from a broad range of fashion, textile, and retail businesses, students are led through the marketing process from initial consumer and market research to the creation of exciting marketing and branding campaigns. The book is designed to appeal to college students as well as those contemplating a career within the fashion industry

• Structure of the fashion market
• The marketing toolkit
• Research and planning
• Understanding the customer
• Introduction to branding
• Fashion promotion
• Carrers in fashion marketing