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This is the first book on the subject that combines contemporary marketing theory with analysis of operational marketing practice within the fashion industry. I

Some of the usual obstacles to modern teachings of marketing are ethnocentricity, the limitation of creative thought by conformity to existing theories, lack of

The first academic textbook covering European retail fashion buying and merchandising. It provides a unique insight into best practice across the fashion indust

Fashion buying and merchandising has changed dramatically over the last 20 years. Aspects such as the advent of new technologies and the changing nature of the

The Fashion Handbook explores the varied and diverse aspects of the business, bringing together critical concepts with practical information about the industry'