Description
In today's climate, bringing your fashion brand to new international territories is more challenging than ever. In Global Fashion Business, Byoungho Ellie Jin helps you to take this next step. Diverse examples from large and small companies, developing and developed countries, and online and offline retailers set a precedent for overcoming economic, cultural, legal, and regulatory obstacles. Practical approaches also outline methods of marketing and retailing, while chapters on topics including pricing, entry market selection and product development combine to cover everything you need to know to take your business further than ever before.
A practical guide to launching fashion brands successfully into new international territories, including assessing new opportunities and employing culturally and economically appropriate approaches to marketing and retail.
About the Author
Byoungho Ellie Jin is the Albert Myers Distinguished Professor in the Department of Textile and Apparel, Technology and Management at North Carolina State University, USA. Her contribution to the global fashion marketing and branding discipline can be found in more than 140 journal articles and numerous funded research projects. She is the co-author of Fashion Business (2002) as well as Brands Rule the World (2015), and co-editor of Fashion Brand Internationalization (2016), Fashion Branding and Communication (2017) and Process Innovation in the Global Fashion Industry (2019). Dr. Jin served as president of International Textile and Apparel Association (ITAA) in 2021.
Reviews
A very comprehensive text, which makes a positive contribution to the subject knowledge of fashion business, offering a truly global viewpoint. From a teaching viewpoint, pedagogic features are excellent, providing opportunities for lecturers to draw upon the case studies and suggested class activities to engage students in quality discussions. -- Ruth Marciniak, Glasgow Caledonian University, UK
Book Information
ISBN 9781350180185
Author Dr. Byoungho Ellie Jin
Format Paperback
Page Count 272
Imprint Bloomsbury Visual Arts
Publisher Bloomsbury Publishing PLC
A practical guide to launching fashion brands successfully into new international territories, including assessing new opportunities and employing culturally and economically appropriate approaches to marketing and retail.
About the Author
Byoungho Ellie Jin is the Albert Myers Distinguished Professor in the Department of Textile and Apparel, Technology and Management at North Carolina State University, USA. Her contribution to the global fashion marketing and branding discipline can be found in more than 140 journal articles and numerous funded research projects. She is the co-author of Fashion Business (2002) as well as Brands Rule the World (2015), and co-editor of Fashion Brand Internationalization (2016), Fashion Branding and Communication (2017) and Process Innovation in the Global Fashion Industry (2019). Dr. Jin served as president of International Textile and Apparel Association (ITAA) in 2021.
Reviews
A very comprehensive text, which makes a positive contribution to the subject knowledge of fashion business, offering a truly global viewpoint. From a teaching viewpoint, pedagogic features are excellent, providing opportunities for lecturers to draw upon the case studies and suggested class activities to engage students in quality discussions. -- Ruth Marciniak, Glasgow Caledonian University, UK
Book Information
ISBN 9781350180185
Author Dr. Byoungho Ellie Jin
Format Paperback
Page Count 272
Imprint Bloomsbury Visual Arts
Publisher Bloomsbury Publishing PLC
Details
Subtitle: |
International Retailing, Marketing, and Merchandising |
Imprint: |
Bloomsbury Visual Arts |
