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Introduction
Fashion Marketing & Merchandising brings to life the business aspects of the fashion world. It
presents the basics of market economics, textiles, design, and promotion. It gives an in-depth view
of the entire textile/apparel/retail soft goods chain. It also offers a comprehensive study of retail
fundamentals and strategies for retail success.
Fashion Marketing & Merchandising has hundreds of color photographs and other illustrations to
add interest and a deeper understanding of its content. It contains an extensive glossary that defi nes
fashion, apparel, and related business terms used by industry professionals. The book
describes the latest concepts of manufacturing, mass customization, and niche specialization
stresses marketing as the basis for successful fashion merchandising activities that satisfy the
changing consumer market
explains new computer technologies, such as robotic manufacturing, automatic replenishment of
fl oor-ready merchandise, and radio frequency identifi cation (RFID)
describes new retail trends, including multichannel and Internet retailing
discusses fashion industry globalization, business consolidation, and environmental issues
gives details about the many career opportunities related to fashion and how to prepare for them,
including entrepreneurship.
Fashion Marketing & Merchandising is presented in an easy-to-understand format. It uses simple,
direct language. Each chapter begins with learning objectives and ends with review materials to make
learning more meaningful and enjoyable. This book provides knowledge that will help you enter a
career in the wonderful world of fashion!
About the Author
Mary Wolfe has worked in all segments of the fashion industry, from textiles research to retail
sales. She designed for a national sportswear fi rm before opening her own apparel business. She
gained recognition as the personal fashion designer for the wife of a U.S. Vice President. As a
consultant to several garment manufacturers, she has assisted with collection designs and pattern
specifi cations.
Mary received the Outstanding Faculty Member Award for her teaching of fashion-related courses
at the University of Delaware. She has been a New Jersey Woman of the Year and has been listed in
Outstanding Young Women of America and National Dean’s List. Mary is also the author of Fashion!
and a book on pattern making. She received her bachelor’s degree in Textiles and Clothing from Iowa
State University and her master’s degree in General Business (M.B.A.) from West Chester University
of Pennsylvania.
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