Practical Guide to the Fashion Industry

Virginia Grose has over 30 years' experience in the fashion industry. Originally trained as a fashion designer, she gained her professional experience with Courtaulds in the supply chain and product development sectors. She has worked with a range of international clients such as Marks & Spencer and Wal-Mart. She is currently course leader in MA Fashion Business Management at the University of Westminster, UK.

• Introduction1. Context and ConceptFrom couture to high streetDesigner typologyResearch and idea generationTrend forecastingInterview: Emily Gordon-SmithCase study: EDITEDChapter summary2. Product DevelopmentThe role of design in businessThe product mixGarment specifications: samplingInterview: Steven TaiCase study: MATCHESFASHION.COMChapter summary3. Retail StrategyDefining retail strategyImplementing retail strategyThe marketing mix: positionThe marketing mix: placeThe marketing mix: priceThe marketing mix: peopleInterview: Richard HurtleyCase study: FarfetchChapter summary4.The Fashion Supply ChainBackground of the textile industry and supply chainsWhat is fast fashion?Global sourcing and world class supply chain modelsSustainability in fashion supply chainsRisk measures and controls in fashion supply chainsLogistics and outsourcing in the supply chainInterview: Liz LeffmanCase study: Kering GroupChapter summary5. Fashion BrandsCustomer ProfilingBuilding a BrandLuxury BrandsMass Market and Fast Fashion BrandsStorytelling & Brand PromotionBrand ProtectionInterview: Paul AlgerCase study: The British HouseChapter summaryConclusionGlossaryBibliographyUseful Websites

Praise for the first edition:I think this is a book that should be given to every fashion student ... [it] contains a goldmine of information for a novice and holds important considerations for the professional.