Learn how to develop, launch and build a successful fashion brand with this definitive textbook which explores the realities of the contemporary fashion industry. Fashion Brand Management is a complete guide to operating a fashion business in a multi-trillion revenue industry. Written by a leading innovator in the space, it describes how to gain competitive advantage, meaningfully embrace sustainability and purpose and successfully market to and engage consumers. Balancing theory with practical applications throughout, it also explores the key business models and financial management processes used in the industry and how fashion brands can build entrepreneurial advantage. Exploring the key challenges and opportunities for today's fashion businesses both large and small, Fashion Brand Management examines supply chain disruption, social selling and technological innovations including the metaverse, digital collections and blockchain. Featuring case studies from a range of innovative global brands including Ecoalf, MWHQ, Pala Eyewear and Unhidden, in-text features include learning objectives, key terms and activities. With supporting online lecture slides, this is an essential resource for fashion students.

About the Author
Alison Lowe is a leading expert on fashion brand development and growth. Based in London, UK, she founded and leads a fashion incubator agency and an online support platform, Start Your Own Fashion Label. She develops and teaches courses at the London College of Fashion, University of East London, University of the Arts London and Emlyon Business School. A regular international conference speaker, she also consults for brands across the globe, is a judge for the Great British Entrepreneur Awards and has been awarded an MBE for Services to the Fashion Industry.

Reviews
"Addresses the changes of sustainability and digitalization brilliantly, highlighting some amazing examples. A wonderful guide for students with entrepreneurial ambitions." * Professor Jose Teunissen, Dean at London College of Fashion, University of the Arts London *
"Alison brings to the table an unbeatable combination of years of experience and an accessible writing style which addresses fashion's issues with admirable directness." * Maurice Mullen, Head of Fashion & Luxury Goods, Evening Standard *
"Provides a fresh contemporary approach to the subject of fashion business, fusing both core academic theory and practical tips." * Alexandra Hill, Course Leader, Norwich University of the Arts *
"Provides a thorough introduction to all aspects of fashion management while maintaining a clear strategic focus" * Sennait Ghebreab, Programme Leader Business BA Courses at Istituto Marangoni London *
"A must-read primer for anyone considering fashion business and management. Read this book and learn from one of the best." * Kent Le, Programme Leader MA International Fashion Business, University of East London and Adjunct Professor for Business of Fashion, Fordham University *
"A crucial textbook for fashion studies and an important reference point for those working in fashion branding, fashion businesses and their related industries." * Ram Shergill, Editor in Chief, The Protagonist Magazine *



Book Information
ISBN 9781398609006
Author Alison Lowe
Format Paperback
Page Count 320
Imprint Kogan Page Ltd
Publisher Kogan Page Ltd
Weight(grams) 540g
Dimensions(mm) 240mm * 170mm * 20mm