First published in 1973, Fashion Marketing is intended for all whose work is linked to the vagaries of fashion or who are simply fascinated by the subject. Although much of the evidence and material collected here is related to textiles and clothing in particular, businessmen are becoming increasingly aware that fashion now extends its influence beyond its traditional fields. The fickleness of fashion has previously discouraged detailed analysis of trends, and such significant contributions to the literature as have been made often occur in the most unlikely places. It was this inaccessibility which led to the preparation of the present volume, which developed out of the considerable research activity into textile markets by the editors, first at the University of Bradford, and more recently at the Cranfield School of Management to which their research work was transferred in 1972. This book will be of interest to students of business, economics, marketing and fashion.
First published in 1973, Fashion Marketing is intended for all whose work is linked to the vagaries of fashion or who are simply fascinated by the subject.
Introduction
1. The Styling and Transmission of Fashions Historically
Considered
2. The Evils of Fashion
3. Three Centuries of Womens Dress
Fashions
4. Recurring Cycles of Fashion
5. The Fate of Fashion Cycles in our
Modern Society
6. Fashion, Sumptuary Laws and Business
7. The Limits of
Fashion Control
8. Consumer Fashion
9. Fashion
10. Character and Direction of
Fashion Movements
11. A Note on the Trickle Effect
12. A Rebuttal to the
Trickle Down Theory
13. The Forces of Fashion
14. Fashion Leaders
15. The
Diffusion of Fashion
16. The Dynamics of Innovation
17. Le Bleu est a la
Mode Cette Annee
18. Fashion
19. What Makes Fashion?
20. Fashion in Womens
Clothes and the American Social System
21. Cars and Clothing
22. Taste and
Fashion since the French Revolution
23. The Natural History of Fads
24.
Themes in Cosmetics and Grooming
25. Fashion in Christian Names
26. The
Seamless Stocking Saga
27. Fashion Theory and Product Design
28. How
Predictable are Fashion and other Product Life Cycles?
29. The Identity of
Womens Clothing Fashion Opinion Leaders
30. Colour Trends and Consumer
Preference
31. Product Strategy and Management in British Textile Industries
Edited by Gordon Wills, David Midgley, Martin Christopher and Roy Hayhurst
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