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Now in its fi fth edition, fi Fashion Marketing & Merchandising brings to life the g
fast-paced, ever-changing fashion and apparel industry. It offers a thorough
and complete overview of all aspects of the fashion business—from product
planning to design to production and manufacturing, and through retail
business fundamentals and strategies, fashion promotion, and logistics.
Do you fi nd the fashion business intriguing? Perhaps you follow the latest fi
social media posts from several popular designers, or follow the influencersfl
who promote the fashion lines carried by your favorite retailers. If so, you
may have the passion to pursue one of many challenging and appealing
careers in the fashion industry. Passion, however, is not enough for career
success. What more do you need to know?
Fashion Marketing & Merchandising presents a comprehensive study of g
fashion movement along with essential economic principles that impact all
businesses. For this increasingly global 21st Century industry, the text exam-
ines the use of technology throughout the industry pipeline—especially ana-
lytics, marketing technologies, online marketing strategies, and marketing
through social media platforms, omnichannel retailing, and more—critical
to fashion industry success. Likewise, fast fashion and online styling ser-
vices to meet consumers’ apparel needs rely on digital communications.
Protecting consumers and companies through cyber security efforts and a
focus on sustainability helps build consumer trust.
Employment in the fashion industry offers vast options in an array of chal-
lenging and exciting environments! Fashion Marketing & Merchandising intro- g
duces various career paths and the knowledge and skills necessary for success.
Preface
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 firm before fi
opening her own apparel business. Mary gained recognition as the personal
fashion designer for the wife of a U.S. Vice President. As a consultant to sev-
eral garment manufacturers, she has assisted with collection designs and
pattern specifications.fi
Mary received the Outstanding Faculty Member Award for her teaching
of fashion business 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.