Fashion business processes and time are more and more related to the retailing and consumer rhythms than to traditional manufacturing timetables (Sheridan et al. 2006). Relation between design and marketing capabilities are evolving generating a field of innovation for the fashion firms. This special section of Journal of Global Fashion Marketing aims to offer a discussion about specific aspects of the interface between fashion design and marketing. More precisely the two articles included in this special section uses secondary research and interviews in depth with management of specific kinds of fashion firms. The relation between fashion design and marketing is analyzed in these papers under different views and generate insightful perspective about the future of the fashion industry and important managerial implications. We believe that integrating fashion design and marketing is a fundamental topic to understand future of innovation in the fashion business and further research on the topic is needed in the next future.

Integrating design and fashion marketing / S.Guercini. - In: JOURNAL OF GLOBAL FASHION MARKETING. - ISSN 2093-2685. - STAMPA. - vol. 3, n. 1:(2012), pp. 1-4.

Integrating design and fashion marketing

GUERCINI, SIMONE
2012

Abstract

Fashion business processes and time are more and more related to the retailing and consumer rhythms than to traditional manufacturing timetables (Sheridan et al. 2006). Relation between design and marketing capabilities are evolving generating a field of innovation for the fashion firms. This special section of Journal of Global Fashion Marketing aims to offer a discussion about specific aspects of the interface between fashion design and marketing. More precisely the two articles included in this special section uses secondary research and interviews in depth with management of specific kinds of fashion firms. The relation between fashion design and marketing is analyzed in these papers under different views and generate insightful perspective about the future of the fashion industry and important managerial implications. We believe that integrating fashion design and marketing is a fundamental topic to understand future of innovation in the fashion business and further research on the topic is needed in the next future.
2012
vol. 3, n. 1
1
4
S.Guercini
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Utilizza questo identificatore per citare o creare un link a questa risorsa: https://hdl.handle.net/2158/607114
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