Description
About this book Book idea Prologue How did we come across the idea of the book? Introduction Chapter title: The fashion retail industry. How is today is different from yesterday? An overview of the fashion retail industry and the major actors, forces or happenings that are shaping it up. No money? No biggies. You can rent it if you want it. The retail environment is changing and so do customers. Reviving lifeless retail. Self-proclaimed connoisseurs, entrepreneurs, retailers and next-door neighbors. Retail and consumption tensions. Are things always black and white? It was about time to do the math. Whats in it for fashion retail brands? Chapter 1 Chapter title: How can fashion brands stay true to themselves? Holistic fashion brand management. Why yesterdays brands are no longer relevant in todays retail environment? A new viewpoint on the (fashion) retail environment. A complex retail environment. Understanding a (fashion) brand in todays complex retail environment. Todays fashion retail brand is an active member of the fashion retail society. The significance of physical retail in a fashion retail environment. Staying true to ones identity. Chapter 2 Chapter title: How will retail formats help fashion brands survive? Retail formats. The brands “porte-parole”. Newborn brands. Understanding newborn brands. A newborn brands values. A newborn brands structure. A newborn brands distributions and sales. A newborn brands control. Developing brands. Understanding developing brands. Developing brand motto. Developing brand communications, distributions and sales. Developing brand communications, distributions and sales. Mature and established brands. Understanding a mature or established brand. Mature brand key variables. Mature brand distribution and sales. A mature and established brands motto. The significance of space in a fashion retail context. How will retail formats help fashion brands survive? Chapter 3 Chapter title: The fashion brand spectrum: scenarios for success. Different fashion brands. Different management scenarios. How can brands be active members of the fashion retail society? Fashion brand toolkits and scenarios. Personal fashion brands and young designer brands. New born fashion brands. Mature fashion brands. Keeping retail at the heart of fashion brands. Conclusion Chapter title: Finding clarity in the middle of the storm. Tired, confused, but hopeful. The yin and yang of fashion retail. Understanding “the now” and getting ready for tomorrow.
