Fashion Marketing: Contemporary Issues [antikvár]

Foreword The consumer is king. There are so many different styles and types of goods that today's customers can spend their money on, the battle for their wallets has become intense. They are feted and flattered, pushed and pulled. From mobile phones and other electronic gizmos to overseas holidays and weekend breaks; the choice is limitless and the barrage of marketing messages endless. And so, with every purchase made, the spend on clothing is hit. At the same time, clothing is no longer the essential spend that it was - even against just a few years ago. Our wardrobes are full. The need to buy clothes is less pronounced. All of this has had a significant impact both on the methods we use to sell clothes and how we bring them to market. In essence, the fashion market has polarized. At one end companies are pushing an aspirational sell whilst at the other there is intense price competition. This, in turn, under the weight of margin pressure and a lack of desire on the part of the consumer, has brought about a depression in the middle market. The process of polarization has been speeded up by the development of the global marketplace. Consumers are travelling more and surfing the net frequently which means that their knowledge is growing. They are becoming increasingly aware of the international must-have brands. Yet, at the same time, they are seeing the disparity in prices between one local market and another. Each new piece of information strengthens the consumer's hand and pushes suppliers to continually adapt and change. All of these trends and issues are covered by the chapters in this book. Not everybody will agree with some of the theories and suggested strategies but I hope those who read the book will be, at least, stimulated. Where does the clothing industry go from here? What and where are the opportunities? And, moreover, what might the solutions be? 1 warmly welcome this book as a significant contribution to the debate about the issues facing our industry in the twenty-first century. There are still great opportunities for manufacturers, designers and retailers, however much we all may have to change along the way. John Wilson OBE Chief Executive British Fashion Council