Book Review: “Marketing Fashion”

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Marketing in the fashion industry can be a mixed blessing. But it’s a great way to move up the career ladder, meet your most favoured celebs while working with them on their new clothing line, and seeing how to best fit their offerings with the growing trends of a global market.

Marketing fashion goes hand in hand with the design side of fashion. With out it, the fashion industry could not function.

On the other hand, it is an enlightening factor that most of what you wear is potentially dictated to you and the coveted supermodels for those most sought-after brands are genuinely unrealistic.

At least we have a few good hefty textbooks telling us what it is indeed fact, about the marketing part of the fashion industry and how to best serve its tender loins to get ahead.

Which brings us to Harriet Posner‘s offering: ‘Marketing Fashion’, published by Laurence King Publishing – part of a series of fashion books aimed to help those of us who are just starting out in studying the world of fashion.

The book gives a wide insight into the world of marketing fashion with summaries of real life situations that most major brands go through. It also covers many important facts of what you need to know about marketing in the industry as well as what you’re expected to learn when you go off into the grand cascades of university life to learn this stuff for yourself.

If you want the knowledge handed to you on a silver platter, this book does exactly that and more.

I highly recommend reading this book even if you’re not studying fashion marketing. You cannot ignore that fashion is like a icosahedron, it has many sides and therefore there is overlap with an number of other industries.

Marketing Fashion is a solid book and covers a lot of ground as demonstrated below:

• It explains why the different collection lines help promote the sales and likability of a brand, and why it’s important to know who is who and what is what.

• It gives you a list of the best fashion colleges to go to around the globe, with an insight on all the major fashion global events that you must learn about.

• Information is included on what part of the world is best for certain manufacturing procedures, such as leather and active/sportswear.

• For those of you who are mathematically challenged, there is a whole section on pricing your garment.

You could say that a lot of fashion marketing is instinctual – obviously, shorts would sell more than trousers in a hot climate – but for those of you still studying fashion, this book is a must read! It details those factors that are hard to predict and gives you a much deeper insight into the exciting world of buying and selling.