Fashion Management: A Strategic Approach

Success in the fashion industry is not solely based on creativity and innovation; thought-out strategy and an astute application of management concepts are just as essential. The second edition of Fashion Management: A Strategic Approach is the ideal companion for students determined to understand the strategic frameworks vital to achieving success in the highly competitive world of fashion.

With its international approach and features, including abstracts from key Bloomsbury Fashion Business Cases in each chapter, this is the go-to guide for students getting to grips with the issues facing fashion organisations today. Covering prominent brands such as Prada, Glossier, Nike and ASOS, as well as SMEs like Elvis and Kresse, this text not only prepares readers for academic success, but also for the diversity of the real-world fashion industry.

The second edition of Fashion Management includes:

· A new chapter on Managing Routes to Fashion Markets, reflecting the growing precedence of digitalisation and omnichannel retailing in the contemporary fashion industry.
· A new chapter on Fashion Law, highlighting the importance of recognising and responding to legal issues such as intellectual property law, data protection, consumer law and influencer culture.
· Substantial new material on ethics, sustainability and Corporate Social Responsibility (CSR), an understanding of which is vital as calls for transparency in the fashion industry continue to grow.
· Additional and updated case studies covering a range of fashion companies from all over the world, including India, Australia, France, the UK, and many more.

This is an ideal textbook for those studying on undergraduate and postgraduate degree courses in fashion management and fashion marketing. The book is also an important supplementary resource for courses in marketing, retailing and business studies.