Fashion Brand Management: Plan, Scale and Market a Successful Fashion Business

Learn how to develop, launch and build a successful fashion brand with this comprehensive textbook which explores the realities of the contemporary fashion industry.

This new edition of Fashion Brand Management is for all fashion undergraduate students, as well as postgraduates, needing guidance on how to operate a fashion business in a multi-trillion revenue industry. Written and updated by a leading innovator in the space, it describes how to gain competitive advantage and meaningfully embrace sustainability examining:

- Business foundations and fashion supply chain management
- Entrepreneurial advantages for fashion brands
- Product development and branding
- Technological innovations

This second edition includes new content that balances theory with practical applications throughout, exploring artificial intelligence, legislation, fast fashion, regenerative fashion, social and ethical considerations. It highlights key financial management processes and metrics used in the industry to drive sales, and includes new long and short real-world examples from a range of innovative global brands including Ecoalf, MWHQ, KORLEIKE and Hollerose. In-text features also include learning objectives, updated key terms, review questions and activities. With supporting lecture slides and a new lecturers' manual, this is an essential resource for fashion students.