Susan Dillon

With a strong career emphasis, the book breaks down the roles, processes and skills required for readers to succeed in today's highly competitive fashion industry

Introduction

1. The Business of Fashion
The fashion industry: An overview
The impact of technology
Influential designers and global fashion brands
Case study: Burberry
Chapter summary
Checklist
Exercise
Interview: Jamie Huckbody

2. Fashion Trend Prediction
Understanding fashion forecasting and trend prediction
Product development, lifecycle and trends
The forecasting process
Trend prediction as a tool for fashion brands
Forecasting and trend prediction companies
Case study: Trendstop
Chapter summary
Checklist
Exercise
Interview: Jaana Jätyri

3. Getting a Product to Market
The fashion organisation
The role of the fashion manager
Basic management methods for fashion managers
Marketing management theories and frameworks
Case study: Prada
Chapter summary
Checklist
Exercise
Interview: Simon Johnson

4. Fashion Transition
Fashion buying
Fashion merchandising
Global sourcing and the supply chain
Retail
Distribution channels
Case study: Topshop app
Chapter summary
Checklist
Exercise
Interview: Michelle Vaughan

5. Fashion Marketing and Communication
Understanding marketing
The fashion consumer
Fashion promotion
Fashion communication
Case study: ZARA marketing strategy
Chapter summary
Checklist
Exercise
Interview: Jamie Holloway

6. The Fashion Machine
The fashion calendar
The fashion press
Fashion editorial
Fashion curating, online exhibition and the trade show
Case study: The future of New York Fashion Week
Chapter summary
Checklist
Exercise
Interview: Charmone Diane Williams

7. Fashion Entrepreneurship and Management
Entrepreneurial practice
Developing new concepts through to commercialization
Identifying market opportunities in the 21st-century global fashion industry
New and emerging business models
Planning and management of the creative enterprise
Raising finance for creative projects
Understanding IP and protecting design work
Case study: Nabil Nayal
Chapter summary
Checklist
Exercise
Interview: Nabil Nayal

Conclusion
Bibliography