Fashion Brand Management: The Definitive Guide to Developing a Successful Fashion Business

How do you develop an effective strategy for launching a fashion brand? What marketing activities do you need to undertake to identify and engage with your customers? How are new technologies shaping business models? This definitive guide explains the realities of the fashion industry.

Fashion Brand Management is an introduction to how to operate a fashion business in a multi-trillion revenue industry. Written by a leading innovator in the fashion industries, it’s a guide to conceptualizing, developing and building a successful brand. It explains key need-to-know marketing and branding models and shows you how to apply them successfully to your business, such as Porter’s Five Forces and Generic Strategy, Kapeferer’s Brand Identity Prism, the 10 Ps of marketing, how to differentiate your value proposition using Sinek’s Golden Circle and Greiner’s Growth Strategy.

Fashion Brand Management looks at the key challenges facing today’s fashion industry and explores the ways in which both micro-brands and international businesses need to adapt. It explore issues such as an uneven recovery, logistics gridlock, the impact of the metaverse, the circular economy, digital only collections, social selling and see-now-buy-now. Using case studies from a range of brands and covering luxury, mainstream and discount, this textbook is supported by online resources which include questions, extra resources and lecture notes.

Alison Lowe, based in London UK, is a leading industry expert on fashion brand development and growth. She founded and leads two fashion incubator agencies which work with emerging fashion brands around the world, as well as acting as a consultant to a broad range of international fashion brands. She also works with numerous universities to develop and deliver programmes and courses up to and including MSc level, on subjects including Fashion Entrepreneurship, Business Management, Start Up Fashion, Marketing and PR and currently teaches at the University of East London and the University of the Arts, London. She is a judge on the Great British Entrepreneur Awards. In 2017 she was awarded MBE for Services to the Fashion Industry.