Fashion Brand Management: Plan, Scale and Market a Successful Fashion Business

  • 6h 1m
  • Alison Lowe
  • Kogan Page
  • 2023

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 resources consisting of lecture slides, self-test questions, group activities and worksheets, 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.

In this Book

  • Foreword
  • Introduction—The Changing Reality of the Fashion Industry
  • Putting the Customer First
  • Competitive Advantage
  • Case Study Bethany Williams
  • Purpose, Planet, People
  • Case Study Charli Cohen
  • Business Foundations for Fashion Brands
  • Case Study Ecoalf
  • Product Design and Development
  • Case Study Ellen MacArthur Foundation
  • Supply Chain Management
  • Case Study FREED
  • Brand Storytelling and Management
  • Case Study KIHT Collective
  • Innovation and Technology
  • Case Study My Wardrobe HQ
  • Driving Sales
  • Case Study Pala Eyewear
  • Marketing and Promotion
  • Case Study Unhidden
  • Finance
  • Case Study Yala Jewellery
  • Future Entrepreneurial Advantage for Fashion Brands
  • Glossary
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