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El. knyga: Guide to Fashion Entrepreneurship: The Plan, the Product, the Process

4.50/5 (8 ratings by Goodreads)
(Columbia College Chicago and Dominican University, USA), (Dominican University, USA)
  • Formatas: 400 pages
  • Išleidimo metai: 05-Jun-2014
  • Leidėjas: Fairchild Books
  • Kalba: eng
  • ISBN-13: 9781609019815
Kitos knygos pagal šią temą:
Guide to Fashion Entrepreneurship: The Plan, the Product, the ProcessDidesnis paveikslėlis
  • Formatas: 400 pages
  • Išleidimo metai: 05-Jun-2014
  • Leidėjas: Fairchild Books
  • Kalba: eng
  • ISBN-13: 9781609019815
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Guide to Fashion Entrepreneurship is for students and fashion professionals seeking information on how to develop, market, and sell their own product lines as independent labels or brands. Readers will expand their knowledge of the ready-to-wear process in order to successfully identify market opportunities, execute product differentiation, and market a new product/brand in the retail environment.

Beyond practical direction, this book guides readers in understanding the underpinnings of the process of starting their own brand or creating a product through a comprehensive analysis of the fashion industry. It examines how products are planned and developed, and the interrelationship of allied industries with perspectives on consumers, manufacturers, retailers and the international markets. With guided steps to understanding how to create a product/brand, this book effectively equips readers with fundamental information on how they can develop a plan, create new fashion products and channel them to the ultimate consumer.

With the emergence of artisans and brand entrepreneur as an economic force, students and aspiring fashion professionals learn how to think like an entrepreneur and launch a fashion brand.

Recenzijos

My favorite part of this proposal is that the authors are putting together the entire process of merchandise planning and product development. -- Joseph Hancock, Drexel University, US Exceptionally clear and easy to understand. . . It is modern in its approach and format and covers an enormous amount of ground. -- Derek W. Cockle, LIM College, US Guide to Fashion Entrepreneurship: The Plan, the Product, the Process is a comprehensive and authoritative textbook designed for fashion and/or business courses...It is definitely a book that deserves a spot on the shelves of any library that has a focus on fashion, business, art, or any combination thereof. -- Katya Pereyaslavska, Project Manager, Accessible Texts Repository, Scholars Portal, Ontario Council of University Libraries * ARLIS * The book is, however, extensively laden with scholarly apparatuses, with bibliographies and notes at the end of every chapter, an extensive glossary, index, and basic and extended tables of contents. This gives the book much utility as a reference work, allowing for quick and easy navigation to relevant subject areas, and these are an enormously value-added benefit to the text. It is definitely a book that deserves a spot on the shelves of any library that has a focus on fashion, business, art, or any combination thereof. -- Katya Pereyaslavska * ARLIS *

Daugiau informacijos

A comprehensive text on how to develop, market, and sell your own product lines as independent labels or brands.
Preface ix
PART I THE PLAN
1(54)
Chapter 1 Entrepreneur Endeavors
2(17)
The Entrepreneur
2(15)
An Entrepreneurial Profile
3(1)
Traits of a Thriving Entrepreneur
4(2)
Pitfalls
6(1)
Personal Assessment
7(1)
Defining the Concept
8(4)
Mission and Vision
12(2)
Social Responsibility
14(3)
Summary
17(2)
Online Resources
17(1)
Activity 1.1 Mission and Vision Statement
17(1)
Activity 1.2 Social Responsibility Plan
17(1)
Notes
17(1)
Bibliography
18(1)
Chapter 2 A Moving Target
19(20)
Market Research
19(5)
Defining the Customer
24(1)
Market Segmentation
24(7)
Segmentation Variables
25(6)
Consumer Behavior
31(2)
Needs Versus Wants
31(2)
Competitive Edge
33(1)
Business SWOT Analysis
34(1)
Summary
35(4)
Online Resources
35(1)
Activity 2.1 Customer Profile
36(1)
Activity 2.2 Competitive Edge
36(1)
Activity 2.3 SWOT Analysis
36(1)
Notes
36(2)
Bibliography
38(1)
Chapter 3 Brand Personification
39(16)
Brand Power
39(1)
Brand Analysis
40(3)
Price Classifications
41(2)
Brand Statement
43(1)
Brand Building
43(1)
Brand Identity
44(7)
Brand Name
45(1)
Company Name
46(1)
Brand Positioning
47(4)
Brand Story
51(1)
Brand Design
52(1)
Brand Appeal
52(1)
Brand Equity
53(1)
Summary
53(2)
Online Resources
53(1)
Activity 3.1 Brand Identity
53(1)
Activity 3.2 Brand Identity
54(1)
Bibliography
54(1)
PART II THE PRODUCT
55(66)
Chapter 4 Inspiration + Ingenuity
56(18)
Product Development
56(2)
Trend Research and Forecasting
58(4)
Primary Sources
58(2)
Trade Sources
60(1)
Consumer Sources
60(2)
Idea Generation
62(2)
Intrinsic
62(1)
Extrinsic
62(2)
Product Concept
64(1)
Product Planning
65(3)
Collection Aesthetics
65(1)
Classifying Merchandise
66(2)
Design Development
68(1)
Production
68(1)
Development Calendar
69(1)
Product Life Cycle
70(1)
Summary
71(3)
Online Resources
72(1)
Activity 4.1 Idea Generation
72(1)
Activity 4.2 Product Development
72(1)
Activity 4.3 Merchandise Classification
72(1)
Bibliography
73(1)
Chapter 5 Strategic Sourcing
74(21)
Strategic Sourcing Decision
74(3)
Contractor Relationships
77(2)
Sourcing Raw Materials
79(2)
Negotiation Tactics
80(1)
Production Labor
81(1)
Samples vs. Production
81(1)
Quality Assurance
82(2)
The 1:10:100 Ratio
83(1)
Global Sourcing
84(6)
Acts
88(2)
Labeling Requirements
90(2)
Summary
92(3)
Online Resources
92(1)
Activity 5.1 Sourcing
93(1)
Notes
93(1)
Bibliography
93(2)
Chapter 6 Pricing the Product
95(14)
Price Components
95(13)
Pricing Strategies
96(3)
Costing Principles
99(5)
Final Costing
104(1)
Cost Sheets
105(3)
Summary
108(1)
Online Resources
108(1)
Activity 6.1 Competitive Costing
108(1)
Activity 6.2 Cost Sheets
108(1)
Note
108(1)
Bibliography
108(1)
Chapter 7 Commerce Checklist
109(12)
Commerce Checklist
109(7)
Sales Projections
109(2)
Market Preparation
111(5)
Purchase Invoice
116(1)
Cancellation and Return Policy
116(1)
Vendor/Retailer Relationship
116(4)
Vendor Compliance
116(1)
Vendor Code of Conduct
117(1)
Vendor Quality Assurance Guidelines
117(1)
Vendor Chargebacks
118(1)
Vendor Shipping Guidelines
119(1)
Summary
120(1)
Online Resources
120(1)
Activity 7.1 Sales Projection
120(1)
Bibliography
120(1)
PART III THE PARTNER
121(58)
Chapter 8 Go-to-Market Strategy
122(13)
Sales Projections
122(2)
Stating Sales Projections
123(1)
Determining Sales Projections
123(1)
Resource-Based Projections
124(1)
Distribution Plan Development
124(9)
Market Analysis
125(4)
Distribution Factors
129(4)
Summary
133(2)
Online Resources
133(1)
Activity 8.1 Sales Projections
134(1)
Activity 8.2 Distribution
134(1)
Bibliography
134(1)
Chapter 9 Direct and Indirect Sales
135(12)
Direct Market Distribution
135(8)
Direct Sales Force
135(4)
Internet Market Distribution
139(2)
Direct Mail
141(1)
Street Fairs/Consumer Shows
141(2)
Indirect Market Distribution
143(2)
Retailers
143(1)
Wholesalers
144(1)
Consignment
144(1)
Internet
145(1)
Merchandise Display/Floor Plans
145(1)
Summary
145(2)
Online Resources
146(1)
Activity 9.1 Direct and Indirect Market Channels
146(1)
Bibliography
146(1)
Chapter 10 The Buyer's Mind
147(15)
Retail Partner Research
147(1)
Appropriate Internal Contact
148(3)
Buyer Contact
149(1)
Vendor Contact
150(1)
Getting an Appointment
151(3)
Sales Call Preparation
153(1)
Competition
154(1)
Buyer Presentation
154(3)
The Follow-Up
157(1)
The Negotiation
158(2)
Summary
160(2)
Online Resources
160(1)
Activity 10.1
160(1)
Bibliography
161(1)
Chapter 11 Untangling the Web
162(17)
Internet Visibility
162(1)
Starting the Process
163(4)
Domain Name
163(1)
Internet Provider
164(3)
Informational Website
167(1)
E-Commerce Website
168(2)
Online Security
169(1)
E-Commerce as a Wholesaler
170(1)
M-Commerce
170(1)
Search Engine Optimization and Key Words
171(3)
Social Media and Blogging
174(3)
Social Media
174(2)
Blogging
176(1)
Summary
177(2)
Online Resources
177(1)
Activity 11.1
178(1)
Activity 11.2
178(1)
Activity 11.3
178(1)
Notes
178(1)
Bibliography
178(1)
PART IV THE PROCESS
179(55)
Chapter 12 The Marketing Plan
180(11)
The Marketing Plan
180(3)
Executive Summary
180(1)
Company Description
180(1)
Mission and Goals
181(1)
Core Competencies
181(1)
Situation Analysis
181(2)
Marketing Objectives, Strategies, and Tactics
183(1)
The Marketing Mix
184(3)
Product Strategy
184(1)
Price Strategy
184(1)
Placement Strategy
185(1)
Promotional Strategy
185(2)
Press Kit
187(2)
Press Release
188(1)
Products/Services
188(1)
Bios
188(1)
Current Press
188(1)
Marketing Budget
189(1)
Percentage of Sale Approach
189(1)
Budget Allocation
189(1)
Summary
190(1)
Online Resources
190(1)
Activity 12.1
190(1)
Activity 12.2
190(1)
Bibliography
190(1)
Chapter 13 The Action Plan
191(11)
The Business Plan
191(6)
Business Plan Executive Summary
191(1)
Market Analysis
192(2)
Company Description
194(1)
Organization/Management
195(1)
Board of Directors' Qualifications
196(1)
Marketing and Sales Strategy
197(1)
Product/Service Description
197(2)
Product's Life Cycle
197(1)
Intellectual Property
198(1)
Research and Development (R&D) Activities
199(1)
Financials
199(1)
Financial Statements
200(1)
Prospective Financial Statements
200(1)
Exit Strategy
200(1)
Summary
200(2)
Online Resources
200(1)
Activity 13.1 Business Plan
201(1)
Bibliography
201(1)
Chapter 14 Trade Tools
202(17)
Business Structure
202(3)
Sole Proprietorship
203(1)
Partnership
203(1)
Corporation
204(1)
Subchapter S Corporation
204(1)
Limited Liability Company
204(1)
Start-Up Capital
205(2)
Obtaining Money to Fund the Business
206(1)
Financial Basics
207(8)
Cash Flow Statement
208(2)
Income Statement
210(1)
Balance Sheet
210(3)
Key-Operating Ratios
213(1)
Financial Plan
213(2)
Intellectual Property Rights
215(2)
Summary
217(2)
Online Resources
217(1)
Activity 14.1
217(1)
Activity 14.2
217(1)
Notes
217(1)
Bibliography
218(1)
Chapter 15 Strategic Growth
219(15)
Workspace
219(5)
Home Office
219(1)
Virtual Office
220(3)
Studio Space
223(1)
Hiring Help
224(4)
Employees
224(1)
Independent Contractor
225(2)
Interns
227(1)
Brand/Product Expansion
228(4)
New Product
228(1)
New Markets
229(1)
Brand Collaborations
229(2)
New Demographic
231(1)
International Partnerships
231(1)
Exit Strategies
232(1)
Summary
232(2)
Online Resources
232(1)
Activity 15.1
233(1)
Bibliography
233(1)
Glossary 234(4)
Index 238
Melissa G. Carr is Assistant Professor and Apparel Merchandising Director in the Department of Apparel Design & Merchandising at Dominican University, USA, where she is largely responsible for the curriculum of merchandising classes.

Lisa Hopkins Newell is an Adjunct Professor in the Fashion Studies Department at Columbia College Chicago, USA, and the Apparel Design & Merchandising Department at Dominican University, where she has taught across the curriculum from courses in Introduction to Fashion Business and Fashion Product Evaluation, to advance courses of Introduction to Marketing the Arts and Merchandise Management.
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