Fundamentals of Fashion Management

Susan Dillon is a former Director of Teaching and Learning at JCA | London Fashion Academy and an experienced fashion educator, now working as an independent creative practitioner. Her practice has evolved into a making-led exploration of contemporary porcelain jewellery, sustainable design, slow processes, and craft-led approaches to creative business. Alongside her studio practice, she develops workshops and creative coaching rooted in mindful making.

• Introduction1. The Business of FashionThe fashion industry: An overviewThe impact of technologyInfluential designers and global fashion brandsCase study: BurberryChapter summaryChecklistExerciseInterview: Jamie Huckbody2. Fashion Trend PredictionUnderstanding fashion forecasting and trend predictionProduct development, lifecycle and trendsThe forecasting processTrend prediction as a tool for fashion brandsForecasting and trend prediction companiesCase study: TrendstopChapter summaryChecklistExerciseInterview: Jaana Jätyri3. Getting a Product to MarketThe fashion organisationThe role of the fashion managerBasic management methods for fashion managersMarketing management theories and frameworksCase study: PradaChapter summaryChecklistExerciseInterview: Simon Johnson4. Fashion TransitionFashion buyingFashion merchandisingGlobal sourcing and the supply chainRetailDistribution channelsCase study: Topshop appChapter summaryChecklistExerciseInterview: Michelle Vaughan5. Fashion Marketing and CommunicationUnderstanding marketingThe fashion consumerFashion promotionFashion communicationCase study: ZARA marketing strategyChapter summaryChecklistExerciseInterview: Jamie Holloway6. The Fashion MachineThe fashion calendarThe fashion pressFashion editorialFashion curating, online exhibition and the trade showCase study: The future of New York Fashion WeekChapter summaryChecklistExerciseInterview: Charmone Diane Williams7. Fashion Entrepreneurship and ManagementEntrepreneurial practiceDeveloping new concepts through to commercializationIdentifying market opportunities in the 21st-century global fashion industryNew and emerging business modelsPlanning and management of the creative enterpriseRaising finance for creative projectsUnderstanding IP and protecting design workCase study: Nabil NayalChapter summaryChecklistExerciseInterview: Nabil NayalConclusionBibliography

Dillon’s The Fundamentals of Fashion Management provides a concise and clear introduction to the fashion industry, the principles of fashion business and the key functions which contribute to the process of value creation within fashion organisations. The author discusses a wide range of contemporary examples and innovative insights into the evolving nature of the fashion system.