Marketing Fashion Footwear: The Business of Shoes

Description

Marketing Fashion Footwear addresses the strategic issues surrounding the marketing and distribution of footwear, including brand identity, consumer behavior, production and manufacturing, and the impact of globalization and regional trends. Detailed case studies explore the evolving retail and e-tail landscape while industry perspective interviews focus on the issues faced by designers, brands and retailers. You'll also learn the critical success factors for brand longevity, the scope of marketing communications, and the channels used to reach key opinion leaders and consumers. Beautifully illustrated with examples from some of the world's most influential footwear designers and retailers, this is the ultimate guide to a multi-billion dollar industry. Featured contributors: Margaret Briffa, Briffa Marc Debieux, Cheaney & Sons Jason Fulton, This Memento Marc Goodman, Giancarlo Ricci Simon Jobson, Dr. Martens Tracey Neuls Tricia Salcido, Soft Star Shoes John Saunders, British Footwear Association Joanne Stoker Mary Stuart, mo Brog

Fiona Armstrong-Gibbs is Senior Lecturer in Fashion at Liverpool John Moores University, UK. Tamsin McLaren is a Lecturer in Marketing at the University of Bath, UK.

Each colour-coded chapter considers a distinct area, examines ethics in action and the industry perspective, and closes with discussion questions and exercises. You don't have to be a student to find this interesting, though, just someone keen to learn more about global trade, consumer behaviour and, of course, the business of shoes. * Times Higher Education * This is a unique book in the array of marketing texts dealing with the fashion industry. It has academic rigour and is comprehensive both in its approach to the subject matter and also in terms of being an accessible read. -- Ruth Marciniak * Glasgow Caledonian University, UK * It is a welcome textbook that is needed as the footwear industry is increasingly becoming popular to study in. Especially from a marketing/ merchandising/ branding/ business approach with the design element being overpopulated. -- Jason McCarthy * Parsons Paris- The New School, EU * An excellent book on an under researched topic...it has great industry information and case studies -- Julie McColl * Glasgow Caledonian University, UK * This book is very needed as there is extreme interest in the footwear industry and no textbooks that address the industry in its entirety. Just being the first book to address the industry in this way is its strength. It also seems to be well thought out and very important information for people interested in the marketing and business side of footwear. -- Wevly Wilson * Parsons School of Design, US * There really is nothing like it on the market. A godsend for teaching. -- Elizabeth Lambourn * De Montfort University, UK *