Fashion Brand Management (Plan, Scale and Market a Successful Fashion Business) - 9781398628366

Build and grow a successful fashion brand in a fast-changing global industry.

Fashion Brand Management by Alison Lowe is a comprehensive textbook ideal for undergraduate students and also suitable for postgraduate students studying Fashion Business, Fashion Marketing and Entrepreneurship. This fully-updated second edition explores the foundations of managing fashion brands, including fashion logistics and supply chain management, branding and product development, alongside the entrepreneurial strategies needed to build competitive advantage.

Drawing on Alison Lowe's extensive industry and academic expertise, it also examines how brands can respond to rapid industry change, with in-depth coverage of sustainability, regenerative fashion and ethical practice. Students are introduced to emerging technologies such as artificial intelligence and digital innovation, as well as the financial metrics and performance indicators used to drive growth and profitability in fashion businesses.

This textbook includes:
- An applied approach enabling students to connect theory with practice
- Practical frameworks for fashion brand development and growth
- Real-world examples from innovative global brands including Ecoalf, MWHQ, KORLEIKE and Hollerose
- Learning objectives, key terms and review questions to support structured study
- Activities to develop critical and applied skills in fashion branding and entrepreneurship
- Online resources including lecture slides

Whether studying Brand Management, Product Development and Fashion Enterprise, this textbook provides a practical guide to developing, launching and scaling a fashion brand in today's multi-trillion-dollar industry, equipping students with the knowledge and practical skills to succeed in the fashion industry.